Oxford University Press –
Education UK
Revealing the heart (and soul) of a much-loved world-spanning brand.
How we helped a 400 year old brand to maintain pole position as the world’s leading innovator in education.
Sector
Education
What we did
Discovery & Definition
- Audits
- Consultation
- Workshops
- Interviews
- Brand strategy
- Brand blueprint
- Brand proposition
- Brand architecture
Design Development
- Creative concepts
- Brand identity system
- Digital design, UI and UX
- Brand engagement
- Messaging and tone of voice
- Brand expression
- Content creation
- Art direction
- Place-making and installations
Delivery
- Brand guidelines
- Brand toolkits
- Tone of voice guidelines
- Brand activation
- Front end development
- Motion design and video
- Installation
Context
As part of one of the world’s great universities, Oxford University Press has a well-established global reputation as a leader in education. But with an evolution from its traditional publishing background towards a much broader offer – which now ranges from digital resources, to school improvement programmes and consultative expertise – the Oxford University Press Education UK division was struggling to clearly communicate this wider and more diverse offer.
We’re a diverse and multifaceted brand with a rich story to tell. The team at Baxter & Bailey helped us to articulate that story brilliantly, delivering a suite of versatile, meaningful and heartfelt messages. We can now tell our story to all of our audiences in a genuine and engaging way.
Solution
We helped OUP to clarify a more distinct brand strategy and then brought this strategy to life through playful creative messaging, all geared around their key audiences: learners, teachers and parents. With the addition of a vibrant, eclectic approach to illustration and an equally vibrant colour palette, we aimed to show the heart (and soul) of this much-loved brand.
Baxter & Bailey are that rare combination of clear strategic thinkers and hugely creative doers. It’s a combination that ensured our visual identity project was built on rock solid strategic foundations but was beautiful and vibrant too. The design team here at OUP Ed-UK are delighted with the result.
Impact
Our visual identity was launched at the Blavatnik School of Government in Oxford. Since then, the identity has been put through its creative paces by OUP design teams in Oxford and around the world, bringing colour, consistency and character across digital, print and environmental communications.
Awards
The Drum Roses Awards
Finalist 2018
Special Thanks
Thanks to Kate Kunac-Tabinor and Heather Atkinson for inviting us to help them evolve such a well-loved brand. It was an invitation we didn’t take lightly, and we’re thrilled to see how enthusiastically the OUP design and marketing teams have embraced their new brand identity.
