Our comprehensive creative and strategic rebrand for the world’s biggest learning company transformed Pearson from a ‘name on the back of a book’ into a recognisable, powerful and unifying brand.
- Brand strategy
- Brand architecture
- Naming and messaging
- Visual identity
- Style guides
- Digital and social
The global leader
Pearson has revenues of £5 billion, and around 25,000 employees across 70 countries. But after 170 years of acquisition and fragmentation, it was one of the largest companies of whom you might never have heard. In 2016 we helped guide their transition from educational print publisher to digital and services-led learning company.
Grounded in strategy
Working closely with Pearson’s brand team, we undertook in-depth research, strategic development and hundreds of qualitative interviews to define the criteria for their new positioning and branding. We then began crafting their vibrant and engaging new identity, underpinned by the curiosity and love of learning at the heart of their business.
Flexible and appealing
Open source fonts, highly accessible colour palette, a ‘plug and play’ infographic library, hand painted patterns, crowdsourced photography and a global illustration roster; all provide warmth and flexibility across audiences, languages and applications. The new identity enables everyone at Pearson to create communications that appeal to hearts and minds alike.
A unifying force
Tackling Pearson’s complex 1500+ strong portfolio was a key strand of the project. We restructured their brand architecture into a simple, logical and usable framework featuring new naming and branding conventions. This enabled the company to move from disparate ‘house of brands’ to cohesive ‘branded house’, with a simplified customer experience.
Brand rollout in 70 countries
This complex project spanned three years with over 100 internal stakeholders engaged in the development. We rebranded 36 office spaces across 21 markets and created more than 300 new branding assets and over 20 specialist brand guideline documents.
Repositioned and revitalised
Our solution achieved great success, giving Pearson a voice, underpinning the company’s business objectives and unifying their entire portfolio of products and services. The new branding helps Pearson stand out from the competition, rally its global workforce, and reposition the company in the minds of millions of people around the world.
“The partnership was so strong that in a very short period of time Together became an extension of our in-house team. They have the rare and powerful combination of creative flair and strategic, analytical minds.” Rebecca Sinclair, VP Brand, Pearson
After the launch, Together became brand guardians, supporting the global rollout and rebranding multiple Pearson brands. The rebrand won 8 global design and branding awards. We continue to work together.
Industry giant in need of a complete brand rethink?Get in touch