NORD ANGLIA by Elmwood for NORD ANGLIA EDUCATION

NORD ANGLIA

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Industry Colleges, Universities & Education Centers, Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Elmwood
Released October 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: NORD ANGLIA EDUCATION
Product/Service: EDUCATION AROUND THE GLOBE
Agency: ELMWOOD
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: ELMWOOD, Leeds, UNITED KINGDOM
Design Director: James Backhurst (Elmwood)
Writer: Laura Forman (Elmwood)
Artworker: Ryan Ruchiensky (Elmwood)
Project Manager: Dawn Hamilton (Elmwood)
Brand Inspiration Director / Brand Consultant: Greg Taylor (Elmwood)
Account Director: Nicolas Mamier (Elmwood)
Media placement: Brand Identity - launched online, conferences, internally & by mail - October 2009

Describe the challenges and key objectives
Their old communications didn’t really give a true sense of their expertise and, worse still, each and every school in the Nord Anglia Education family had its own look and feel. It was time to make them feel like one brand, rather than many. Our key objectives were to: - Clarify brand architecture. - Define the brand. - Create an identity based on the brand definition. - Produce website, guidelines and brand engagement pieces.

Describe the brief from the client
Nord Anglia Education runs British schools for expat and local children in Europe, the Middle East and China. They also advise governments and companies around the world on educational matters. They needed a new corporate brand that could also be used for the schools themselves.

Describe how you arrived at the final design
After a brand audit, we clarified the architecture and articulated a blueprint, including the cause ‘we help others thrive’. The logo is part book, part crown to symbolise how the company helps others thrive: by offering education and leadership. We took the identity across brand communications, including the website, and produced comprehensive brand guidelines. To help brand engagement, we wrote and designed an illustrated book of stories and storyboarded and scripted a brand animation. At the launch, they gave the logo and animation a standing ovation. Afterwards, everyone received a box holding the guidelines, brand book, bookmarks and the animation.

Give some indication of how successful the outcome was in the market
The new brand was fantastically well received and we’re now in an ongoing relationship to roll the brand out across all the schools. The brand engagement box was instrumental in sealing the deal when Nord Anglia Education added a new school to their portfolio. They now look set to help even more people to thrive.