BT

Measured delivered excellence in their craft while navigating our organisational complexity with ease. Their insightful work evolved the digital expression of our brand thoughtfully, with measurable benefits to our customers prioritised at all times.

— Rob Wright, Senior Engineering Manager, BT Group

Need

Our task was to help BT build its first proper design system to bridge its new visual identity and its digital design and implementation processes.

This needed to happen in the face of a rebrand that encompassed many brand expressions over a number of years.

Action

We started by developing a detailed discovery report, which quickly evolved into hands-on implementation.

We broke ground on the design system, dovetailing with internal foundational brand work.

We built the core of the design system, tailored for a large, transforming organisation. This included:

• Well-considered core brand assets (logos and typefaces)
• A multi-brand design token architecture
• A multi-platform design token pipeline
• Integrated documentation for design and development
• A React component library

We needed to accommodate continuous evolution of the brand, while applying the design system to a rebuilt BT Business website.

Outcome

We laid the foundations of a successful design system that BT was able to own and use. This came to be called the Arc Design System.

As well as the BT Business website, we supported opportunities to implement the design system across the whole organisation.

The Arc Design System would go on to be used by many teams and products, streamlining their design processes and improving UI quality and consistency throughout the organisation.