BT Group
Connect for good
I was challenged to create a distinctive digital-first brand identity for BT Group (BT, EE, Plusnet & Openreach) in order to unify the business and set out its stall for the next 15+ years of growth.
As Design Director my role involved developing and building out the brand from strategy all the way through to delivery, managing creative teams and embedding the brand with key internal stakeholders and their wider departments.
The project included creation and direction of a full motion system, art direction of photography and the creation of a bespoke typeface in partnership with Dalton Maag.
ZAG
ROLE
DESIGN DIRECTOR
Inspired by the energy and collaboration at the heart of the organisation, I led a team of designers, animators and artworkers to create a motion-led identity built around a system of ‘active pixels’ that represent the constituent brands that sit within the group.
These pixels create, build, connect and flex - they open windows into brand-led content, construct bold typographic messaging, connect to tell complex narratives and demonstrate the energy at the heart of one of the UK’s best known and biggest organisations.
The identity had to work across a number of touchpoints for a wide range of audiences. This meant lots of flex, and lots of energy was super important, however a simple underlying structure holds the brand together allowing BT Group to talk at differing ‘volumes’ for different audicences through it’s expressive pixel system.