Client: AT&T
Role: Logo / Identity
Meet Craig. Your holographic hype man, personal wake-up DJ, and small biz spiritual advisor—all before your first coffee. He’s smart. He knows you. And yeah, he’s got jokes. Built for the folks who rise early, grind daily, and don’t clock out until the dream’s done. Craig sings. Craig praises. Craig roasts (lovingly).
ECD: Danger Bea
Creative Direction: Chris Santaiti, Kurt Warner
Design Director: Pedro Zuccolini
Jr. Design: Nancy Gao
Creative Partners: Tool Los Angeles, CA
From the beginning, I spotted a serendipitous detail that tied directly to both the creative strategy and campaign idea: Craig’s name naturally contains the letters “AI.” This subtle yet powerful connection to the technology behind the product became the key insight and ultimately the spark that shaped the visual identity.
The design direction centered around three key principles: sleek, modern, and high-end. The goal was to create a mark that felt both premium and approachable, something that could stand alongside luxury consumer tech while still reflecting Craig’s signature warmth and humor.
By weaving the “AI” insight into the structure of the wordmark, the identity balances intelligence with personality, making the technology feel less intimidating and more human.
Animations property of Tool
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