DESIGN LANGUAGE

CLIENT

BT

ROLES

CREATIVE DIRECTOR, BRAND MANAGER

For BTs re-brand digital gave unique ways to represent the brand. To show the personality in the journeys and interactions, for it to really come alive on a screen.

Envisioned as a design language for the company, it needed to be truly cross-functional. Delivered through collaborative workshops getting to the heart of the brand, its essence and its purpose.

This created four expressions that can be used as the starting point for experiences, inspiration for designs, and for journeys.

Smile – Softening the edges for a friendlier, less rigid look.

Energise – Reflecting the BT Portal as a source of light and energy.

Breath – Using perspective, space and layers to create depth.

Flow – Guiding users with motion.

Anyone should feel they can influence the direction. Because getting entire teams to live and breathe a great brand experience is key; they need to believe in what they're being asked to do. The brand really can't just be that layer of colour put on at the end. It needs to be at the heart of what the company does.

A BT broadband page example. Showing a broadband hub, 3 boxes stating speeds available and a why bt claim before a cal to action button.
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