PDD’s ringing endorsement

Product design consultancy PDD has produced a range of 12 cordless telephones for international telecommunications company VTech.

Branded as AT&T, the US communications giant, the designs result in a consistent identity for the AT&T product range. ‘The new designs represent the AT&T brand in an updated way,’ according to Jane Donnelly, product line director for VTech.

PDD head of telecoms Ian Heseltine says the designs adopt a brand language that appeals to a more conservative market. ‘[We used] classic styling cues that echo the heritage of the AT&T brand.’

The international project involved collaboration between PDD in the UK, VTech’s marketing and product management teams in the US and its mechanical engineering department in Hong Kong. PDD acted as the hub for this process.