PT

Turning a state run communications company into a modern and vibrant entertainment business.

Portugal Telecom is a global telecoms operator. It’s the national leader in every sector where it operates and now covers every segment of the telecoms sector. PT Communications was increasingly seen as a state run incumbent with old-fashioned values and behaviours.

The solution was an evolution of the existing identity building on the language of circles and bright colours. The PT symbol was updated to feel bright, fresh and less corporate. This was combined with a redefinition of products which were grouped in to simpler and friendlier customer oriented bundles.

This work was carried out while at Wolff Olins.
Brand strategy / Visual expression / Signage / Interior design.