Winntech developed and built a cohesive in-store merchandising solution for one of the largest mobile phone providers in Mexico (now AT&T Mexico) that offered a new design language that adapts to virtually any environment. The challenge was to develop a personalized selling environment where customers could interact through self-guided displays. My task was to develop and lead a new brand image with physical merchandising, interactives, and wayfinding with improved customer experience through category, sub-category and product specific signage.