Brand strategy - Brand identity - Tone of voice creation - Design - Brand guidelines - Production

BT Group branding

With multiple brands sitting in the BT group we needed to create a brand that represented them all.

As the group redefined its strategy establishing lead consumer, business and infrastructure brands it became clear there was a missing piece: a unified brand to represent the business holistically to employees, stakeholders, and investors. The challenge was to create a new identity for BT Group that wasn't just an umbrella, but a shared space where all brands could coexist and thrive.

We began with in-depth research into how other group brands positioned themselves and built their identity systems. What we discovered was a unique opportunity: BT Group wasn’t a traditional holding company, but a collective of strong individual brands. This insight guided us toward a system that balanced neutrality and personality.

The resulting identity is anchored in a clean, open white space an adaptable canvas where each brand can show up and share its story. At the core of the system is a pixel-based graphic device built from the primary colours of the sub-brands. This allows for a unified visual language that flexes across touchpoints, from the group logo to dynamic animations, while offering glimpses into each brand’s world. It’s a system designed for cohesion, clarity, and connection.