It's My Verizon with MyPlan

With a bold shift toward personalization, Verizon put customer choice at the center of its wireless and home offerings. To bring this customer-first philosophy to life, the company launched It’s Your Verizon—a campaign introducing myPlan, a category-first, à la carte plan structure that empowered users to choose only what they wanted and pay only for what they needed. With myPlan, Verizon reimagined the wireless experience, offering customers the flexibility to tailor their plans to fit their lifestyles.

To support this strategic shift, Verizon’s internal brand marketing and creative teams partnered with Pentagram to develop a comprehensive design identity ecosystem. The system ensured brand consistency across all channels and agency teams, and provided clear guidelines for maintaining visual standards—including graphics, photography, color, and typography—for both the campaign mark and the myPlan logotype, delivering a cohesive and modern brand experience.