BT DIGITAL
DESIGN

CLIENT
BT

ROLES
CREATIVE DIRECTOR, BRAND MANAGER, DESIGNER


Digital allowed BT to create unique ways to express the brand. To show personality in journeys and interactions, for the brand to really come to life on a screen.

COLOUR

The core brand colours were expanded for digital. Working collaboratively with our internal teams I defined a 10-step colour system, giving flexibility without an unmanageable colour palette. Bringing consistency to the experiences, interactive states, and options for light and dark pathways.

BT_full_digital_colour_pallette

DESIGN LANGUAGE

To help bring the new brand to life in digital various internal teams were brought together to help define the vision, as getting teams to live and breathe a great brand experience is key to delivering one.

A series of collaborative workshops were run so everyone could influence the direction and feed into the output. This resulted in four expressions that function as the starting point for experiences.

These took inspiration from the core elements of the brand. Using curves, to soften edges and create a more natural, less rigid look and feel. While using energy and light to draw focus to key elements. Bringing in perspective, space and layers to add depth while using movement to make experiences feel more dynamic and engaging.

Defining the curve

BT_digital_design_curve

Using 'energy' for importance

BT_digital_design_importance

Using ‘energy’ for selection

BT_digital_design_selection

Exploring shadows

BT_digital_design_shadows