BT REBRAND

CLIENT
BT

ROLES
CREATIVE DESIGNER, BRAND MANAGER


When BT rebranded itself the whole process was done at pace, from brief to launch was achieved in a little over 3 months. As part of the brand team, I worked through the entire process, from pitch to live.

Key assets like our Portal, illustrations, photography, film and motion were developed and refined as a team, alongside our branding agency Zag.

I led across typography, iconography and digital design, driving the direction and helping to deliver them for everyone to use.

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TYPEFACE

As part of the rebrand, a typeface that was ownable, robust and dynamic was created for BT.

I led from the BT side, helping to shape the brief and the typeface with the font foundry and our branding agency, Zag.

From the initial concepts, the typeface was refined down to a route that worked with the new visual identity. We worked through each individual character, refining bowls, counters, tails, spines, terminals and strokes.

Checkpoints with the wider team and business allowed us to make sure the typeface was usable, accessible and legible while still feeling part of the BT brand.

The final typeface was delivered in multiple weights, widths and styles. Supporting both Latin and Cyrillic characters.

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Route A

Route B

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Refining the G

Defining the angle of the Oblique

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Bold

Headline

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Regular

Condensed

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Iconography

BT’s icons had grown inconsistent over time. The rebrand gave a chance to re-address not only the look of the icons but how they were used.

We started with a small suite of 10 icons to develop their style, deciding on things like line weight, when to use curves and endpoints.

The icons were designed to feel balanced with our typeface, as usually they’ll be sat next to it. We also created ‘active’ states, changing the icon on hover or when selected.

From this initial set of 10 icons, we developed principles and guidelines, which I used to develop the rest of the icon suite.

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Iterating the icons

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Icon active states

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