We built on lots of existing work on the Activate Learning brand, but supplemented our understanding with a thorough programme of traditional and behavioural research. We created a new proposition for the brand built on motivation theory, understanding that in order to be successful our learners need a purpose, a sense of autonomy and the feeling of gaining mastery of their subject. Our behavioral research told us that learners are looking for very different things at the stages along their journey, ranging from transformation – they want to do something amazing with their lives, to more practical concerns, like wanting to know that they’ll fit in. We needed a creative vehicle to tell all of these stories at the right times.
To deliver the new proposition we honed every element to show and tell learners how they benefit from joining Activate Learning. We used imagery of students who look active and empowered, demonstrating the skills they’ve learned. The graphics are dynamic and eye catching. We added a ‘nameplate’ device so you can see who the student is, and what they’re studying. All of this is done using selected brand assets - a distinctive triangular graphic (extrapolated from the logo), a selective colour palette and a unique tone of voice.