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, the creation of an internal wayfinding system, art direction of photography and the creation of a bespoke typeface in partnership with Dalton Maag.

Inspired by the dynamism 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 brand toolkit is downstream from the ‘active pixels’. The colour system is informed by the constituent brands that sit within the group ecosystem; the icons adhere to the pixel system, and a custom typeface was built in co-creation with Dalton Maag. The BT Group photography was created to reflect the organisation’s ambition to employ and develop the best digital talent in the UK as well as fostering a truly diverse workforce inclusive to all.

BT Group Master logo sting.

The identity had to work across a number of touchpoints for a wide range of audiences across B2G, B2B and B2C. This meant we had to talk at different ‘volumes’ to meet different audience needs. The identity created allows the brand to flex, feeling minimal and paired back when talking to government/policymakers and investors, and big, bold and punchy where the aim was to attract the best digital talent in the UK and beyond.

Daniel Johnston design lTD