BT wanted a livery for their newly started B2B service BT Openreach, it needed to stand out
from the original BT livery but still retaining the traditional branding.
When BT launched Openreach, their new business-to-business brand, they faced a unique
marketing challenge; building end user awareness to support their engineers for the benefit of
their customers, without creating a consumer brand.
Their van fleet livery was central to their awareness strategy. With the colourful vibrant new
livery designed by Rufus Leonard, the vans would become moving billboards, key drivers in
recognition of the Openreach identity. The livery had to perform and stay looking good for the
life of van.
22,000 Openreach vans were branded in record time. The key to the success of the programme
roll out was good project and supply chain management.