UAL Awarding Body
Brand strategy and brand identity
Revealing the heart (and soul) of a much-loved world-spanning brand.
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 helped them 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.
“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.”
“Baxter and 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.”
Our visual identity was launched during an interactive presentation at the architectural wonder that is 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. Since the successful launch, we have been invited to develop the visual identities and messaging approaches of – to date – two more business divisions of Oxford University Press.
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.