BT Global Services Marketing Library

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.