Cisco and BT
Cisco and BT celebrated the 30th anniversary of their alliance with creative direction around the theme of partnership. To define the creative direction, I looked at the story behind this partnership. BT and Cisco have spent the past three decades innovating communications technology in the UK. In the process, not only have they drawn closer as collaborators, but they’ve also drawn their customers closer. On an average day, people are using this technology all over the world; for anything from texting their best friend on a trip in Turkey, to sharing a pitch with a colleague in a café, to video calling their grandchildren in Scotland. I wanted the designs to have a clean and reductive style, to give plenty of room to allow these stories to breathe. Full bleed imagery and small amounts of copy gave these stories centre stage.
Client
BT
Services
Concept Copywriting
Media
Photoshop Illustrator PowerPoint
Define an overarching tone of voice for the partnership Honour the legacy, whilst positioning the partnership as future ready Keep connection at the heart
The theme of 'growing closer’ ran through all the creative assets and copywriting. The strapline ‘BT and Cisco – closer than ever’ brought attention to the continued strength of their partnership, and to the intimacy which their networks bring to customers. This was echoed in the treatment of images and copy, with headlines and elements always centre-aligned on assets. The choice of hero imagery was intended to be inclusive; giving representation to STEM groups. I wanted to show an equality in BT and Cisco’s partnership, and by extension remaining inclusive for the future.
