BT
Bespoke brand extranet for BT Global Services
BT Global Services offers advanced communication services to corporate customers across the world. Part of the BT Group, the look and feel for marketing communications was already defined at a high level. But over the years, elements from various campaigns had crept into the identity system and
were being used long after the campaign period had ended. This meant that many irrelevant and unrelated graphic properties were at large in the business - resulting in the creation of a vast amount of disparate, incoherent, confused material.
At the centre of our argument for rationalisation was the belief that Global Services customers need the reassurance of knowing that they're buying from 'big BT' - regardless of where they are in the world.
Whilst proposition, messaging and images could convey regional difference a strong visual identity was essential to bring all communications under one BT umbrella.
- Brand identity
- Website design and build
The library is open: not just an online service. We have a dedicated librarian on the phone to give guidance to brand-related queries.
A repository of media assets from films to white paper, searchable through a well designed search function.
GS marketing teams and agencies have instant access to the most important sales materials.
We worked with the Group Brand team and the central Global Services Marketing team to define a focus for their communications and we came up with a set of themes that all comms would espouse: professional (business-like), consistent (part of a bigger story), integrated (related to other comms), sophisticated (refined), experienced (knowledgeable), intelligent, confident and global.
'Our internal sales and marketing team and our creative agencies finally have a common set of up-todate content to work with, reducing error and avoiding repetition.'
Elise Debe, Marketing Manager, BT
We created document templates for presentations, bids, brochures, case studies, data sheets, white papers, films, event branding, eDM and graphic interfaces. We created a framework for campaigns which work within the overall identity. We shot,
bought or edited 650 photographs representing the key business areas and global territories - the aim being that no matter where you are in the world or what product you're talking about, there's an image in the library just for you.
We created a weighty set of implementation guidelines showing how the identity is made up and how it works and we initiated marcomms staff in their use.
We created and run a web-based marketing library comprising all the tools and resources needed to produce marketing material - as well as a set of approved documents and collateral for reference and re-use.
We are the brand guardians, reviewing and amending (where necessary) comms material from all over the world.
Optimised for different devices
Lower content page
