Creating a new brand that will offer a product portfolio broader than any other in the educational sector
The International Education group within Cambridge University Press & Assessment was formed from the merging of multiple businesses and brands, to bring together a breadth of products and services for schools and governments.
There was a need for a clear and motivating purpose, a competitive positioning and an architecture for sub-brands, to enable customers to understand and engage with the new brand.
What we did
Defined brand purpose and vision
Co-created with stakeholders from across the new group, using Think, Feel, Do to understand the change in attitude and behaviour the new brand needed to drive.Refined concepts and architecture with customers
Explored scenarios to define the role of the new group, then ran focus groups and government interviews to test relevance, understanding and appeal.Created a brand framework to guide activity
Brought it all together into a strategic framework summarising the brand, and created execution briefs to bring it to life.Outcome
The new Cambridge International Education brand has a distinct, market-leading positioning.
A single vision unites the constituent parts of the group. A clear, simplified purpose articulates and amplifies the power of the new organisation, ultimately enabling the brand to do more to support a wider set of customers.
Stakeholders are bought-in to the vision, which is being used as a rallying cry for their teams across the world.
What we love about the project
Vision for new brand
Working with world-leading experts at Cambridge to define the vision for a new brand was truly inspiring.
Blending our key strengths
This project saw us blend our insight capabilities with our creativity, proposition development and brand architecture skills to breathe life into the new brand.
Global impact
We’re proud to see Cambridge take this forward to create impact as they educate future generations worldwide.
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Get in touch"I am so impressed with the team at Blue Feathers. It is rare to work with an agency who listens so carefully. The team have that perfect dual focus of getting the strategy right but also making swift progress thanks to their pragmatic, action-oriented approach. " Elizabeth Carter, Global Marketing Director
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