BT Brand Identity and Design Director in London, United Kingdom

Brand Identity Director,

BT Centre,

Our purpose is to use the power of communications to make a better world. For each other, for our customers, for society and our communities. We need you to help us do this.

Why this role matters

We own some famous brands, including BT, EE, Plusnet and Openreach. Between them, they serve 30 million UK customers, and operate across 180 countries around the world. We’re the UK’s second biggest investor in marketing - so our brands pack a serious punch.

As our new brand identity director, you’ll shape how our brands look, feel and sound - their visual identities and their tones of voice. You’ll lead the creation and development of brand guidelines and resources to support these identities, and translate those into executions across thousands of different brand touchpoints. Helping our business units deliver amazing on-brand experiences to customers, time after time. You’ll also own the governance of how our brands are used across the company. And lead our multi-disciplined in-house creative studio which serves all our business units and brands with graphic design, copywriting and video content capabilities. You’ll report to the CMO.

What you'll be doing

  • Evolving our brand identities, including all use of visual design and branding across the BT group of companies.

  • Leading on brilliant and distinctive use of brand language. From naming products and programmes, to bringing our tone of voice to life in writing across every brand touchpoint.

  • Managing the development of our sonic branding, music, and recorded voices across our different brands.

  • Equipping, engaging and empowering our business units with brilliant brand guidelines, resources, assets and training.

  • Managing the architecture of our extensive stable of brands, sub-brands and product lines.

  • Managing the guardianship process that makes sure every creative execution meets our brand guidelines and standards.

  • Leading and growing our in-house brand design, copywriting and content studio (note that this is online content, not our BT Sport broadcasting work).

  • Managing the rosters and agency relationships across the design, copywriting, film and photography categories (not TV broadcast).

We'll also need to see these on your CV

  • Deep knowledge of the commercial benefits of consistent brand identity management and design excellence.

  • Outstanding skills and experience in the use of language by brands to create distinctive character.

  • Evidence of real expertise in and appreciation of the principles of good design.

  • High level experience of the practical application of design across a wide variety of brand touchpoints from marketing communications to products, websites to packaging and interiors.

  • A track record of managing top-flight agencies to create amazing branding, design, writing and communications.

  • Experience in the use of sounds, music and voices in building distinctive brands.

  • The ability to influence people at CEO and managing director level.

  • Superb people management and leadership creds.

  • A passion for developing the careers and capabilities of the people you lead.

  • Brilliant personal communication skills, both face to face and in writing.

  • Evidence of working collaboratively across complex organisations.

Why choose us?

  • Because we own some of the UK’s best and most famous brands, and we’re ambitious to make them even better and more distinctive.

  • And because we’re a market leader in an exhilarating industry, where innovation never stops, and we’re right at the forefront of a transformation in the way people live and work.


We value different perspectives, skills and experiences. We’re creating an inclusive working culture where people from all backgrounds can succeed. That’s why we welcome applications from all parts of the community.

Job: Strategy

Title: Brand Identity and Design Director

Location: GBR %26 Ireland-GBR-London-London

Requisition ID: 104312