Cengage

With the goal to become the leading academics solution provider by 2011, Cengage Learning (formerly Thomson Learning) sought a naming architecture and positioning for their suite of digital solutions that accompanies each text.

The Challenge

Barely a year old when they approached the Creative Department, Cengage Learning was looking for a naming architecture and positioning for their digital solutions that would incorporate and elevate the universal brand and positioning among all constituents.

The Solution

Working with strategist, Jacqui Killen, we interviewed key stakeholders and customers to uncover the key benefits of Cengage digital solutions and create an architecture/positioning that communicates best in class innovation, ease-of-use, and choice to all Cengage customers, users, and employees.

Digital solutions were repositioned as “C3″—solutions that go, “Beyond the Book.”

What I Did

I was responsible for research & strategy, naming (C3. Course360, and TeamUp), and tagline (“Beyond the Book”).

Credits

Copywriter & Strategist: Sean Biehle
Art Director: Jennifer Schwab
Strategist: Jacqui Killen

Gallery

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