Cengage

Unleashing the Future of Learning

CHALLENGE: A PIVOT FOR THE FUTURE
Founded as a leading textbook publisher in 2007, Cengage has always pushed the education industry forward. Today, Cengage empowers thousands of students in 22 countries as a digital learning platform. From mobile modules to adaptive technology, the business is student-first and ready for the future. But the brand experience hadn’t kept up with the company’s evolution. Cengage needed a refreshed brand to embody its innovative culture and commitment to the learner. BBMG was ready to help.

INSIGHT: THE 21ST CENTURY STUDENT
Our audience research revealed a diverse student population with one unifying mindset. Students work full time, take care of families and make no excuses. In spite of the many barriers trying to hold them back, they won’t stop. Cengage learners have a fierce determination to succeed.

SOLUTION: BE UNSTOPPABLE
To celebrate this audacious spirit, BBMG created a brand strategy called “Be Unstoppable.” It positions Cengage as the brand for learners determined to break through. Students aren’t united by one path to success, but the confidence to keep striving. “Be Unstoppable” acts as a rallying cry to pass that test, apply for that job and accelerate life.

Our design strategy is simple, turn up the human on a completely digital era in education. The tone is intentionally kept conversational and jargon free. Our imagery is true, challenging and raw. Our colors are elementary with sophistication. Our scene is purposely sceneless, any where, any time. At Cengage, it’s all about embodying one simple, but powerful idea—every student has the potential to be unstoppable.

cengage_casestudy_image-03

 

cengage_casestudy_image-02

 

cengage_casestudy_image-01_grey-1

 

cengage_casestudy_image-04