Bell Canada

Digital Brand Strategy

Project scope.

  • Brand Strategy
  • Creative Direction
  • Campaign Management
  • Web Design

The challenge.

As a pivotal corporation in Canada, Bell Canada hires over 50,000 staff across all provinces and territories. As part of the talent acquisition efforts, I was asked to consult on internal communications and work with the recruiting team to redevelop their technical solutions site to assist in talent acquisition.

The results.

  • 600% intranet increase from staff in the field
  • 27% increase in external applications within six months of site launch
  • 62% increase in applications through diversity campaign launch

The timeline.

  • 6 months
  • 09/2015 – 03/2016

How we helped.

During our consultancy, we provided guidance to the development of Bell’s Technical Solutions iNet architecture for mobile integration and lead the design team in the implementation and initial concept development phases. As the lead consultants, we executed strategies for internal communications that focused on fostering inclusive engagement amongst all team members and directors.

We also collaborated with the recruitment team to design, build and test the new Bell Technical Solutions external and mobile websites. In addition, I developed an analytics platform for both an external website and an internal SharePoint site to track conversion and usage statistics and create quantitative metrics.

Deliverables from the project.

Bell Diversity inclusion labour relations campaign
2016 Bell Diversity Campaign

Diversity is the one thing we all have in common. 

When we were approached to help the labour relations team with their diversity campaign, we felt an opportunity of integrating our current rebrand with the larger corporate culture. 

The end product was met with immediate approval by executives. The campaign sparked the connectivity with staff that we set out to achieve.

Bell’s technical solutions team needed a bilingual website rebrand. Stradea was able to adopt there current web presence and evolve it into a minimalist design that matched the corporate brand.

We produced both English and French versions of the site and trained the team on the functions of the site. We instructed how to perform routine maintenance, create new pages, and leverage SEO best practices.

Bell Technical Solutions website screenshot
BTS Website (External)
Bell Intranet UX prototype
BTS Intranet (Internal)

From the client.

“Hugo’s attention to detail was impeccable. He worked on solutions we had not even thought of and helped promote a true diversity strategy across the field teams.”

~ Sandra Persaud – Human Relations, Bell Technical Solutions