BT
BUSINESS

Create an evolution of the BT brand that provides design innovation, adopting future trends in web design and developing a unique visual language that positions BT as a leader and benchmark for others. Stripping the visual language back to it’s roots and building a simple, consistent visual system that adheres to all new experience principles, is suitable for entire market segment and forms a strong online brand communication.

BT
BUSINESS

Create an evolution of the BT brand that provides design innovation, adopting future trends in web design and developing a unique visual language that positions BT as a leader and benchmark for others. Stripping the visual language back to it’s roots and building a simple, consistent visual system that adheres to all new experience principles, is suitable for entire market segment and forms a strong online brand communication.

PROBLEM

BT has a strong brand presence in the UK and a long history that has established a trust among its audience. We should leverage existing brand assets to ensure this remains. The website will introduce new experience principles, meaning the visual language needs to be flexible but at the same time strict so it can adopt variations in layout that will occur through personalisation. The Business sits next to the Consumer site; we need to identify how they visually relate, compare and contrast each other and to what extent.

PROBLEM

BT has a strong brand presence in the UK and a long history that has established a trust among its audience. We should leverage existing brand assets to ensure this remains. The website will introduce new experience principles, meaning the visual language needs to be flexible but at the same time strict so it can adopt variations in layout that will occur through personalisation. The Business sits next to the Consumer site; we need to identify how they visually relate, compare and contrast each other and to what extent.

SOLUTION

After a long process of design exploration and conceptualisation, it was presented 4 routes grouped by visual styles. The project evolved with a hybrid of 2 routes: one boxed content / clear and professional / strong grid and a second spatial and open / layered, perspective and depth / bold / rich photography / graphic elements and shapes. The new language is based on a glass aesthetic, a stark and more sophisticated contrast to the bubbly style of BT Consumer.

SOLUTION

After a long process of design exploration and conceptualisation, it was presented 4 routes grouped by visual styles. The project evolved with a hybrid of 2 routes: one boxed content / clear and professional / strong grid and a second spatial and open / layered, perspective and depth / bold / rich photography / graphic elements and shapes. The new language is based on a glass aesthetic, a stark and more sophisticated contrast to the bubbly style of BT Consumer.

THE NEW
BT BUSINESS
SHOULD BE

Sophisticated / Slick / Professional / Inspiring / Timeless / Influential / Innovative / Clear / Simple / Straight forward / Approachable / Trustworthy / Human

THE NEW
BT BUSINESS
SHOULD BE

Sophisticated / Slick / Professional / Inspiring / Timeless / Influential / Innovative / Clear / Simple / Straight forward / Approachable / Trustworthy / Human