As a dynamic technology and telecommunications company, BT has diverse audience groups. Their launch of 5G, provision of free digital training for 10 million people and an emergency response to extreme flooding were just some of the major stories that needed to be told. By March, all of us were in lockdown – and the company’s response to COVID-19 was major news too.
Our challenge was to reflect all this throughout their reporting suite, using BT’s new brand and ambition, Beyond Limits, as our inspiration. It was the springboard we needed to design an integrated solution. One that would go above and beyond to get the right content to the right people.
BT’s financial and sustainability stories were closely entwined, and while the main reports were largely compliance led, the online review became our opportunity.
It pushed the boundaries, integrating engaging content in one space. We put the reader in control; with subject filters, simple navigation and an interactive design that combined video, imagery and text with real impact.
The review is no longer just pages of facts, figures and narratives, it has become a reader’s opportunity to directly connect with stories that are relevant and relatable.