T-Mobile – Iconography

CHALLENGE 

Deutsche Telekom's existing icon library was becoming outdated. With rapid digital transformation and a company-wide shift towards Design Thinking, there was a clear need to establish a central brand portal, consolidating assets, and rebuilding the icon system from the ground up – making it accessible and scalable across the entire organisation. 

PAIN POINTS

- No centralised repository 

- Inconsistent styles and duplicate assets 

- Missing or unavailable icons 

- Visuals no longer reflected the evolving brand 

SOLUTION

I joined the core team tasked with updating, expanding and integrating the icon library into the newly established Magenta Design System.

The foundation had been partially defined – including icon grid, colour swatches, and core shapes – giving me a solid starting point to build upon. 

CONTRIBUTIONS

• Designed the full set of updated solid and outline icons  

• Developed guidelines for app and product iconography 

• Provided ongoing support for teams with custom icon requests

RESULT

With the widespread adoption of the Magenta Design System:

• The brand value rose from $33.19B (2016) to $46.26B (2019)  

• Products using the new iconography won several Design Awards

• The company saw increased customer satisfaction and brand loyalty

​​​​​​​​​​​