In 2022, BT Group launched a bold rebrand in collaboration with ZAG, repositioning itself as a modern, corporate parent brand to its sub-brands BT, EE, and Openreach. The new identity stepped away from the consumer-facing legacy of BT, focusing instead on clarity, structure, and future-focused cohesion across the wider organization.
Working in a freelance capacity with ZAG, we were tasked with crafting the brand’s motion DNA, bringing life and meaning to the visual identity through movement. Rooted in the brand’s three core values, Build, Connect & Flow, we developed a motion system driven by the spectrum colour bar.
Blocks of colour animate into place to ‘build’ the brand, seamlessly transitioning and interlocking to represent connection and continuous flow. The motion language embodies the diversity and complexity of the BT Group while ensuring a consistent and elevated brand experience across all touchpoints.