Pearson
Always learning
Working with: Together Design
Pearson is a global giant in education, with £4 billion in revenue, 15,000 employees worldwide and a 1000-strong portfolio of products and services. Evolving from an educational print publisher to a services-led digital learning business, they needed a new customer-facing master brand to help them stand out, unify their portfolio and tell their story. Working alongside brand guardians Together Design, we were Pearson's key copywriting partner throughout this major global rebrand.
Our work encompassed everything from establishing the fundamental principles of their brand language, to honing the smallest details of copy. Along the way we established a new tone of voice, redefined their messaging, communicated their story across a wealth of collateral, and crafted brand language guidelines to codify their new approach.
To announce the launch of the interrobang, Pearson’s master brand logo, we crafted a script that brings to life the story of its curious origins, and its relevance to their business today. It was just one of many moving image scripts we created to support the brand's shift towards becoming a digitally-led business.
The rebrand was a major success, finally giving Pearson an engaging and recognisable master brand with which to greet the world. Happily, the project also picked up no fewer than eight Transform Awards. Over the following three years we provided copywriting support for the global rollout across everything from print to digital, moving image, physical environments, internal communications, training materials, guidelines and more.