BT Cellnet is less than a month away from finalising its brand plans, following a year long evaluation project.
The project has been shrouded in secrecy and BT Cellnet is loathe to disclose details of the work, which covers everything from retail concepts to corporate identity.
Last year it appointed TheFarm as “brand guardians”. The consultancy is now in the final stages of reviewing BT Cellnet’s corporate identity, retail concepts and interiors, packaging, leaflets, brochure and stationery design and advertising.
BT Cellnet is also understood to have orchestrated a pitch between design groups for a new retail concept two weeks ago.
A BT Cellnet spokeswoman says: “We are doing research into what we want to do with our brand. We have appointed TheFarm to give us direction in terms of design and brand specifics. Details [of the review] should be finalised in the next few weeks.
“We are exploring new concepts for our retail outlets. We will be looking at new interiors,” she adds. But she says that any retail design work will be “on a small scale” rather than the creation of an entirely new concept.
TheFarm is on one of the BT Cellnet rosters but did not pitch for the work, according to account manager Iain Atkin.