The branding effort, from Gotham, New York, will unveil the digital wireless phone service to select Southern markets this week.
TV advertising features upbeat images of ordinary people-including a bride and a woman running with her golden retriever-using their wireless phones.
TV and radio ads are set to the 1980s pop tune "Walking on Sunshine," by Katrina & the Waves.
Print and outdoor ads, as well as collateral materials and packaging, feature images of a bright sun against a white background.
"We wanted to make it as friendly as possible," said Gotham Vice Chairman Marty Smith.
Gotham, which won the account last spring, worked for 10 months with TeleCorp and AT&T Wireless-its joint venture partner in SunCom-to create a brand identity that cuts across all marketing materials.
"We did everything from the stationery to the letterhead to the packaging," Mr. Smith said.
SunCom will begin its rollout in Arkansas, Louisiana and Tennessee before expanding to other markets, including New England and Puerto Rico. In the South, the brand faces competition from players including BellSouth Mobility, PrimeCo Personal Communications and Nextel Communications.
"We're the fifth entry into the marketplace, so we had to do advertising that we felt cuts through," Mr. Smith said. "AT&T is [also] a major force in