Creating a Personal Brand for BT’s Head of Design
Apparicio Junior (AJ), Head of Product Design at BT Group, is a design leader with over a decade of experience collaborating with global brands, including Rolls-Royce, Harvey Nichols, and British Petroleum.
ajota.co.uk
Our challenge
As strategic partners, we focused on creating AJ a strong personal branding strategy that reflected his multidisciplinary approach and impactful leadership, while showcasing a unique visual identity.
- Developing a distinctive visual identity aligned with his values and essence
- Defining clear pillars for his personal and professional brand
- Crafting an integrated strategy manual to guide interactions and communications
Services Provided
Our work encompassed a multifaceted approach to crafting AJ’s personal brand.
We delivered a unique and strategic visual identity design that not only reflected his professional ethos but also stood out in a competitive market. Complementing this, we developed a comprehensive personal branding strategy manual, serving as a foundational guide for consistent messaging and impactful communication.
To ensure coherence across platforms, we provided digital communication guidelines, enabling a seamless brand presence online and beyond. Lastly, our consultancy in personal branding and design offered expert insights and tailored solutions, reinforcing AJ’s position as a leader in design innovation and thought leadership.
Designing a Distinctive Visual Identity
We created an innovative and contemporary visual language that embodies AJ’s authenticity, vision, and technical expertise.
For the Brazilian audience, AJ’s signature was stylized as AJOTA to create a connection that feels phonetically authentic and culturally resonant. This adaptation reflects his focus on making his brand accessible to diverse markets and audiences. In English-speaking contexts, the signature could take a form like AJAY for a similar phonetic appeal, preserving the playful and memorable essence of the brand while aligning with language nuances.
Brand Strategy
AJ’s professional positioning is rooted in his extensive career as a creative leader, marked by collaborations with globally recognized brands such as Rolls-Royce, Harvey Nichols, and British Petroleum. These experiences have honed his ability to merge design innovation with strategic impact, solidifying his reputation as a forward-thinking expert in scalable product design.
Currently serving as Head of Product Design at BT Group, AJ plays a pivotal role in enhancing design practices across the organization. Notably, he has been instrumental in shaping one of Europe’s most significant telecommunications products, leveraging his expertise to elevate industry standards and deliver user experiences that are both consistent and impactful.
Brand Beyond Professional Boundaries
AJ’s brand goes beyond his professional achievements, it gets his personal identity to create a multi-dimensional presence. This brand was strategically crafted to unify visual and verbal elements that communicate depth, expertise, and personality in all aspects. We intentionally designed his digital presence to reflect not only his career as Head of Product Design at BT Group but also his personal viewpoints and interests.
By enabling AJ to leverage digital channels effectively, his brand creates space for sharing diverse opinions, cultural insights, and reflections on subjects that extend beyond design and leadership.
This holistic approach ensures that AJ is positioned not just as a professional authority but as an influential voice across different spheres, enhancing his impact and relatability in the global digital landscape.