Creating BT’s new Digital Design Language

With BT unveiling its new brand, it was a breath of fresh air for everyone. This meant we could now revamp BT.com and the digital estate. However that was short lived, as when we looked at the creative done by the branding agency, digital wasn't at the forefront of their thinking, with more focus around marketing, above the line and digital being an afterthought. Things like accessibility, how the portal could be used in digital, font hierarchy with the new BT Curve font hadn’t been thought of.

This itself posed an opportunity for Digital to own this space with the new brand. Working with the BT brand team, we spoke about exploring the font, colour accessibility with a small crack team of Product Designers and our Accessibility Specialist. This process took a few weeks and once we got to a good place with this initial work is where the fun started.