Macmillan International Higher Education – Brand Development and Brand Activation

Elevating an established name in higher education, with a stronger, clearer brand and improved customer experiences

A photo, taken from above, of student all sitting around a round table with books open studying

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.

Macmillan brand guideline booklet open on a table

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.

set of line icon for Macmillan brand
Macmillan website homepage shown on an iMac screen
Did you know? We publish books in over 35 different subject areas. We are a global publishing company with offices in cities including London, New York, Melbourne and Johannesburg.

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.

A binder and and oprn binder on a table
A range of Macmillan course booklets on a table

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.

Macmillan pull up banner being displayed in a corridor
2 Macmillan leafets on a table