Cengage

Reinventing Higher Ed for the Digital Age

Founded as a textbook publisher in 2007, Cengage was on a mission to challenge expectations in higher education and lead the industry through dynamic change. As the very nature of learning was being transformed by dramatic shifts in demographics, technology and the demands of a new economy, the company needed to deliver on a big pivot: “How might we shift our core business from textbook publisher to digital learning enhancer that delivers the most accessible, forward-thinking and impactful learning experiences in the world?”

Cengage partnered with BBMG to build a bold brand strategy and creative design, name and launch a game-changing new product platform and recruit next generation talent to fuel the company’s digital evolution, innovative culture and commitment to placing the learner above all.

Unleashing the Unstoppable Student

To win in a digital-first, on-demand world, we knew we needed to reveal a meaningful brand purpose, design for a nimble culture and not be afraid to innovate against the status quo. Listening to a diverse community of students in their homes, schools and study spaces, we discovered that in spite of the systemic barriers that may work to hold them back, Cengage learners have a fierce determination to succeed. To celebrate this audacious spirit, BBMG created a new brand strategy, story and experience that would inspire learners across every age and background to “Be Unstoppable.”

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Audience Research
Personas & Segmentation
Brand Strategy
Brand Design
Naming
Brand Campaigns
Growth Strategy
Employee Engagement

Introducing the Netflix for Textbooks

As the challenger brand in the textbook industry, Cengage made a bold bet to lead with technology and shift their core business model from textbook publisher to digital learning innovator. This new “unstoppable” mindset inspired them to re-think an outdated business model and launch “Cengage Unlimited,” a first-of-its-kind subscription service that offers students unlimited access to digital textbooks and course materials for one price, in one place. Hailed as the “Netflix of higher education,” the company sold one million Cengage Unlimited subscriptions in just seven months and was named a finalist for Fast Company’s 2020 World Changing Ideas Awards.

Building a Tribe of Trailblazers

With its new brand strategy, visual experience and product strategy gaining traction, Cengage also needed to reach, attract and inspire a team of next generation talent that would compete against Silicon Valley tech giants. With a strong focus on design thinkers, technologists and data scientists, BBMG helped develop a talent recruitment and employee engagement strategy for “trailblazers” who want to challenge the system and create what’s next. Following the rebrand, Cengage was named one of Glassdoor’s 2019 Best Places to Work.

“We are thrilled with BBMG! The work that came out of this project was spectacular. I feel so great about the partnership. We’re rolling out the new brand to six offices across the country. People really get it and they’re embracing it!”