BT

BT Contract Rentals - change of image

The brief
BT Contract Rentals is a finance service run in partnership with GE Commercial Finance for BT’s business customers wanting to lease or hire telecoms equipment. BT needed a new visual identity for the ten year old BT Contract Rentals brand to update it in line with the BT group brand. BT wanted to understand the way its rentals business was perceived by customers and assess the impact of changing its name.

The approach
Rufus Leonard worked with both BT and GE Commercial Finance to progress the project. We conducted in-depth interviews and market research – to assess the perception of BT Contract Rentals brand both inside and outside the company. We looked at customers’ perceptions of both BT Contract Rentals and other BT finance associated products distributed within the business to see whether these were contributing to missed sales opportunities. We also reviewed competitor products. This research formed the basis of visual identity development, a possible new name, the redesign of all print and interactive collateral and relaunch of the business.

The name seemed appropriate, but the visual identity needed overhauling. Previously, communications materials had appeared in a disjointed mixture of different designs. The new visual identity developed by Rufus Leonard incorporated the look and feel of the new BT brand identity and revitalised the image of ‘Contract Rentals’ across a selection of different brochures, CDs, Flash animations, contracts, fact sheets and intranet.

The refreshed visual identity, supported by a set of style guidelines, was extended to the new intranet, which we targeted at five different businesses within BT and designed as an integrated and focused sales tool.

The value
The restyled BT Contract Rentals is now a more prominent part of the BT group and has become an essential sales and communications tool for the business. Sales team have saved time on administration by having all resources, downloads and strategic information in one place and are more confident with their sales approach.