New Scientist Academy

Brand identity

Sharing the secrets of life, the universe and everything.

Founded in 1956, New Scientist is the world’s most popular weekly science and technology publication. Headquartered in London, it has offices in the US and Australia. In a time when facts are in short supply, the New Scientist website, app, podcast and print editions use the prism of scientific rigour to ask the big questions about life, the universe and what it means to be human: if someone in the world has a good idea, you’ll read about it in New Scientist. In order to address changing customer preferences and to tap into the demand for immersive, high quality, trusted and innovative digital learning, New Scientist Academy was launched with just two courses available. As the learning platform grew, new courses were introduced and engaged audiences enrolled in greater numbers, we were invited to help define a clearer brand proposition and to develop a suitably horizon-broadening visual identity.

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“Working with Baxter & Bailey was a fantastic experience from start to finish. We began with a very loose brief to develop a new brand for a new product; the team brilliantly supported us to get to the heart of what we needed. The team articulated the themes that really mattered and then brought tremendous creativity as the idea was brought to life with beautiful and thoughtful design.”

Laurence Taylor
Digital Product Development Director,
New Scientist

“Baxter & Bailey have provided true partnership support on an ongoing basis as we built New Scientist Academy – a perfect example of taking a simple idea, making it real, and developing it in a competitive market. Thanks for everything!”

Laurence Taylor
Digital Product Development Director,
New Scientist

Impact

Since soft launching with just two courses, New Scientist Academy now attracts over 9,000 regular members and runs 19 diverse, immersive courses, delivered by world-leading researchers, scientists, and doctors.

Acknowledgements

Thanks to Laurence and the New Scientist Academy team. What a privilege to help grow an audience of budding scientists, especially at a time when objective truth is in such short supply. Our immersion into this project has made nascent scientists of all of us in the BB team!

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