When they left their corporate parent, Cengage Learning asked us to optimize their brand identity for the increasingly digital environment they were competing in.

Situation

On August 1, 2007, Thomson Learning was set to leave the Thomson family and stand alone as Cengage Learning. A robust brand rollout would be critical in giving customers confidence that Cengage Learning would deliver on its promise to be “the center of engagement” for academic and professional institutions. The challenge for the organization was to create business and marketing communications for the September 1st launch date while addressing implementation issues surrounding the new logo. The new architecture and corporate identity had to serve a complex publishing company comprised of sub-brands and imprints that had more equity than the new corporate brand.

Solution

First, we resolved the family of logos to achieve a better balance between the corporate & sub-brand names, and enhance legibility across a wide range of print and electronic applications. We then developed the designs and templates that would bring the brand to life, and the guidelines that would maintain its integrity across product and packaging, stationery, signage, PowerPoint, collateral and exhibits. We also collaborated with Cengage Learning to establish verbal and writing standards for communicating the new brand architecture.

Working with a lean team of Cengage Learning marketing leaders located around the country, CoreBrand established roll-out priorities and acted as point of contact for all outside vendors working on launching the brand. The result was an integrated communications effort that drove a seamless transition from Thomson Learning to Cengage Learning.