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

BT Branding

Unleashing the energy of the BT brand to create a leader in business connectivity.

As part of the group’s strategic pivot to lead brands for each customer-facing unit, BT made the decision to step back from the consumer space and focus exclusively on B2B. Our brief was clear: reimagine the BT brand to resonate with a business audience ranging from global enterprises to solo entrepreneurs.

We began with a deep dive into the B2B landscape, uncovering key brand cues and unmet opportunities that would help BT stand out and build trust in a competitive market. From there, we redefined every element of the identity creating a bold, flexible brand built to empower businesses of all sizes.

Flexibility became a core principle. The refreshed system is adaptive across tone of voice, color palettes, and brand assets, ensuring BT can communicate with relevance and impact to a wide spectrum of industries and business types. The result is a confident, modern B2B identity that positions BT as a dependable partner with the scale, agility, and insight to support businesses at every stage.