BT Group

Brand Identity For BT's Mentoring Programme

Brand Design

Logo Design

Community

Aug 11, 2025

A visual presentation of a new leaf-themed logo lockup. This shows the final product identity delivered through strategic brand design for a new initiative.

CONTEXT

Designing a new internal brand that genuinely resonates with your staff members is a powerful tool

Designing a new internal brand that genuinely resonates with your staff members is a powerful tool

Designing a new internal brand that genuinely resonates with your staff members is a powerful tool

At BT, there had never been a formal mentoring process for their colleagues. Recognising this gap, the DesignOps lead enlisted Studio Soren to create a new brand to help the organisation be the change they wanted to see.

DESIGN CHALLENGE

The brief was to create a brand based on the catchphrase "Design your Future," a concept that would empower and inspire staff members. The Design Lead envisioned this brand being used across all internal BT communications—from Slack channels and emails to PowerPoint decks.

They had some initial requirements but were seeking a creative partner who could provide the UK based brand strategy and the creative direction needed to bring this initiative to life as a cohesive, digital branding system.

This required a scalable product design solution that could be easily applied by anyone in the organisation without losing its core message.

Studio Soren's Design team in a work shop with the client using sticky notes to brainstorm an internal brand strategy. This represents the early, collaborative phase of a brand design project.
Studio Soren's Design team in a work shop with the client using sticky notes to brainstorm an internal brand strategy. This represents the early, collaborative phase of a brand design project.
Studio Soren's Design team in a work shop with the client using sticky notes to brainstorm an internal brand strategy. This represents the early, collaborative phase of a brand design project.

DESIGN DEVELOPMENT

Understanding BT's Internal Staff's Core Values

Understanding BT's Internal Staff's Core Values

Our design team worked closely with the Head of Design and their content manager to steer the direction of the brand. We started by asking them to define the core values that the brand should represent.

They highlighted five key words: networking, growth, support, inspiring, and potential. From this user-centred design approach, we identified two main themes that resonated most strongly with the team: shared growth and inspiration.

With these values as our foundation, we conducted a round of collaborative sketching to explore motifs that could visually encapsulate these ideas.

The leaf design was chosen as the primary visual element, as it perfectly symbolised the themes of natural growth, new beginnings, and shared potential that the BT team wanted to cultivate. This process was a practical example of how a collaborative product design consultancy in the UK approach leads to a powerful, and universally embraced, brand.

A collaborative figma file showing various physical moodboards with imagery of leaves and nature. This image represents the creative process of developing a new product identity through brand design.
A collaborative figma file showing various physical moodboards with imagery of leaves and nature. This image represents the creative process of developing a new product identity through brand design.
A collaborative figma file showing various physical moodboards with imagery of leaves and nature. This image represents the creative process of developing a new product identity through brand design.

SOLUTION

The Design Mentor Scheme: A Brand That Encapsulates Shared Growth

The Design Mentor Scheme: A Brand That Encapsulates Shared Growth

We designed a complete brand identity that embodied the shared growth BT wanted to cultivate within its mentoring scheme. This included a range of logo lockups for different use cases and a comprehensive style guide to help with documentation.

This solution was part of an end-to-end product design process, ensuring that the brand was not just a one-off logo, but a scalable system ready for widespread internal use. We provided a full set of visual assets for all communication channels, ensuring a consistent and professional look across all touch points.

A visual presentation of a new leaf-themed logo lockup. This shows the final product identity delivered through strategic brand design for a new initiative.
A visual presentation of a new leaf-themed logo lockup. This shows the final product identity delivered through strategic brand design for a new initiative.
A visual presentation of a new leaf-themed logo lockup. This shows the final product identity delivered through strategic brand design for a new initiative.
A close-up of a corporate ID pass featuring the new BT Business brand identity, demonstrating how brand design extends to employee communication and physical assets.
A close-up of a corporate ID pass featuring the new BT Business brand identity, demonstrating how brand design extends to employee communication and physical assets.
A close-up of a corporate ID pass featuring the new BT Business brand identity, demonstrating how brand design extends to employee communication and physical assets.
A collage showing a new brand identity applied across various digital and physical touchpoints, including an app, website, and slide deck, highlighting scalable product design.
A collage showing a new brand identity applied across various digital and physical touchpoints, including an app, website, and slide deck, highlighting scalable product design.
A collage showing a new brand identity applied across various digital and physical touchpoints, including an app, website, and slide deck, highlighting scalable product design.

Thank you for crafting a beautiful pack of logos for our new mentor scheme. The output is better than I ever could have hoped for and it will really help add creative flare to the initiative. Thank you, thank you, THANK YOU!

Thank you for crafting a beautiful pack of logos for our new mentor scheme. The output is better than I ever could have hoped for and it will really help add creative flare to the initiative. Thank you, thank you, THANK YOU!

Pippa Lomas - DesignOps Lead, BT Business

RESULT

A Brand That Creates Excitement and Organic Engagement

A Brand That Creates Excitement and Organic Engagement

A Brand That Creates Excitement and Organic Engagement

A graphic showing a 55% increase in engagement and a 25% increase in sign-ups for a new brand initiative. This highlights the tangible results of a successful brand strategy and product launch.
A graphic showing a 55% increase in engagement and a 25% increase in sign-ups for a new brand initiative. This highlights the tangible results of a successful brand strategy and product launch.
A graphic showing a 55% increase in engagement and a 25% increase in sign-ups for a new brand initiative. This highlights the tangible results of a successful brand strategy and product launch.

With an established brand now locked in, the BT Business Design organisation saw a significant increase in engagement with the mentoring scheme. Our product launch strategy helped to build organic excitement and drove impressive results:

55%

55%

55%

Increased engagment with the new branding

25%

25%

25%

Increase in sign-ups to the scheme

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