At a glance
The demand for quality, globally recognised qualifications has never been higher. With over 8 million learners in more than 170 countries, international exams group, Cambridge Assessment – part of the University of Cambridge – was looking to strengthen and maximise their growth potential as a rapidly expanding not-for-profit organisation.
We partnered with them to discover a way forward. By giving focus and order to their brand architecture and creating a vibrant visual identity that taps into links with the University of Cambridge, we were able to accentuate Cambridge Assessments’ unique strengths and heritage – resulting in today’s global and highly prestigious brand.
The full story
Following the launch of the new Group brand, we partnered with the business units – Cambridge Assessment English, Cambridge Assessment International Education – to develop their own brand strategies, identities and messaging. An external campaign for Cambridge Assessment English focused on the enriching experiences that come from English language learning. At product level, we tightened the offer to convey the potential for a continuous learning journey across the Cambridge Pathway portfolio.
Supporting cultural transformation, we embedded the refreshed brand and values across their employer brand and people practices. Employee engagement culminated in the internal #ForOurLearners campaign – launched by the new CEO and featuring real stories from learners whose lives have been touched by their work.
To enable the measuring and management of the programme’s long-term impact, we set up a research programme and a bespoke Cambridge Assessment brand tracker. The findings of which demonstrated to Cambridge Assessment that the rebrand had been extremely effective in communicating the prestige and excellence of the new brands.
Additionally, the research uncovered how Cambridge Assessment is perceived versus competitors across six key markets. This allowed Cambridge Assessment to focus on providing new, innovative solutions for delivering app-based and online course materials to meet the evolving needs of teachers and learners across their key markets.
10%
increase in revenue on the previous year, generating more than £485m
2,500
employees engaged in the creation of the brand values