Elevating an established name in higher education, with a stronger, clearer brand and improved customer experiences
From publishing textbooks to creating innovative digital tools, Macmillan International Higher Education has provided university learning resources since 1843. Over time, a proliferation of sub-brand imprints had resulted in a diluted and confusing brand. We relaunched the Macmillan brand to re-establish them as a global market leader, whilst creating better customer journeys for students and sales teams alike.
A new-look brand that made complete sense
We developed all visual assets for the refreshed Macmillan brand, including image styles, iconography and principles for layout. This all fed into detailed brand guidelines that established Macmillan’s position as a clear parent brand to its imprints – and as a central figure within the higher education textbook and technology market.
A stronger online presence
A key part of the brand relaunch was to design and build a whole new website. The existing site was shared with an imprint brand, and no longer suited Macmillan’s long-term business model.
We identified the need for an adaptable e-commerce site, with additional functionality that provided flexibility for international markets.
Working as an extension of the Macmillan team, we planned the site’s architecture, customer journeys and project plans. We then created a new site with clearer content and better use of calls-to-action, enabling Macmillan to nurture leads more effectively.
Creating the tools for commercial success
Macmillan’s sales teams go directly into universities to cultivate business, and need resources that showcase products, whilst making their job as easy as possible. We built a bespoke content management system that empowers reps to create their own sales manuals, organised by subject area and has the flexibility to include information tailored for individual customers.
Seamless brand activation
We’ve rolled out the brand across a range of communications, from seasonal campaigns to catalogues specific to subject areas.
The catalogues display flexible content with maximum clarity, maintaining brand consistency and alignment with the website, whilst cross-selling essential digital products and emphasising core brand benefits.
