China Telecom Europe

︎︎︎Brand Overview

China Telecom Europe (CTE), headquartered in Canary Wharf, London, is a leading telecommunications provider connecting businesses across Europe and the Asia–Pacific. With a strong presence in the telecom industry, the company delivers services such as connectivity solutions, cloud services, and ICT solutions to support european enterprises expanding into the Chinese market.

When I joined the company, I was tasked with introducing, maintaining, and strengthening the brand’s presence across the European market. With no in-house design team, all branding assets were managed through Canva, which posed significant limitations due to the absence of vectorized files and inconsistent asset usage.

︎My Role

At CTE, I have been responsible for maintaining and evolving the brand identity to ensure consistency and relevance across various touchpoints in the European market. This has included refining core brand elements, establishing clear visual identity guidelines, and adapting corporate branding to align with regional market needs. I have also overseen the development of key marketing materials—ranging from social media assets and presentation templates to printed collateral—ensuring they effectively communicate the brand’s positioning and resonate with the target audience.

︎︎︎Visuals Assets Development

In this role, I have been responsible for developing a wide range of visual assets to support both external and internal communications. These assets are designed for long-term use across various platforms, including social media campaigns, internal materials, and special event promotions such as festivals and corporate milestones. By creating adaptable and cohesive visuals, I have helped to maintain brand consistency while enhancing engagement across different touchpoints.

Our primary colours are Cobalt Blue and White, which should be the most dominant and frequently used in any design scheme to reflect our brand identity. Secondary colours, including Link Water, Slate Grey, and Black, are intended to provide contrast against the primary colours where necessary, ensuring visual balance without overshadowing the core brand elements. The accent colour, Orange, serves to enhance the overall design without overpowering it or making it appear too consumer-oriented. It should be applied selectively to highlight key text or to create attention-grabbing call-to-action elements.

Upon joining CTE, one of my key responsibilities was to establish clear guidelines for colour usage. While the primary brand colours were provided by headquarters, there were no specific guidelines tailored for the European market. I refined and formalized the colour application to ensure consistency and coherence across all brand touchpoints.