BT

Project:
A new digital brand experience

Agency:
Zag

Role:
Design Direction, Interaction Design

BT needed to redefine its brand as part of a strategic shift toward business customers. Partnering with Zag, I was brought in to help translate BT’s new brand principles into a digital-first experience, one that would strengthen its identity and make every interaction feel more purposeful and human.

Working closely with BT’s product teams and senior stakeholders, I created a series of design concepts and interactive prototypes that demonstrated how the new brand could enhance wayfinding, storytelling, and user engagement.

Collaborating in weekly design sprints, I acted as a bridge between brand and product, aligning teams and presenting progress regularly to senior leadership. Through conceptual thinking and rapid prototyping, I built a library of key UI components, templates, and patterns that product teams could adopt and scale across their platforms.

The outcome was the foundation of an intelligent brand system, a set of practical, flexible guidelines that showed how BT’s renewed identity could come to life across digital touchpoints and set the standard for future experiences.