BT Health identity
How we helped BT revamp their image to enhance their marketability in the healthcare sector.
Overview
BT Health is a division within telcom giant BT focused on leveraging technology and telecommunications solutions to improve healthcare delivery, patient outcomes, and operational efficiency within the healthcare industry. Their tailored services including telemedicine solutions, electronic health records (EHR) systems, healthcare communications networks, and data analytics tools.
As part of a comprehensive Group-wide identity overhaul, which we spearheaded, we supported BT Health in modernising its brand image to align seamlessly with the broader BT identity system. We aimed to imbue BT Health with the sense of belonging to a large organisation while maintaining a specialised focus on the healthcare sector, ensuring credibility and resonance within the industry's unique language and culture.
Project details
The BT master brand utilised back-lit cut-out figures as its photographic style. We integrated this aesthetic into BT Health, enhancing it with a 3D 'h' super graphic. This versatile 3D model can be viewed from multiple angles, creating a dynamic visual experience when combined with photography. For this project, we curated custom photography featuring models outfitted in authentic healthcare attire.
Conclusion
The BT Health identity we created remained in use for nearly a decade throughout the 2010s, until BT underwent a brand identity revision.