our work
BT First Call
Project: Brand strategy, visual identity, communications and experiential event. In collaboration with Maritz.
When: 2002
What: Internal service brand, for a department within BT Human Resources responsible for managing the business resource needs (upsizing & downsizing), to help dispel any negative stigma and drive a positive change in attitude towards the BT work culture.
How: Developed a distinctive set of brand values to help drive a positive internal proposition of “Life Design”, built around the concept of Lifelong Learning. Along with an integrated internal communications plan to establish BT Firstcall as “a powerhouse for career management”.
Outcome: instrumental in changing attitudes within BT about career opportunities and helped to break down the negative stigma associated with this subject. The work also transformed the confidence of the HR team. Anna Thompson, CEO of BT Firstcall, said “Marque Wing worked very closely with us over a key 9 months of development of the Firstcall brand. Helping us think through what are our band values, what does our vision mean when it comes down to brass tacks everyday… Ours was a very big and important vision and we needed their insight and help to create a very different look and feel from where we had come from”.