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Cambridge Assessment
– Creating a stronger, more joined up Group

BrandCap was engaged by Cambridge Assessment in 2015 and is now working at every level to help evolve the business and brand.

Cambridge Assessment is part of the University of Cambridge and manages the University’s three exam boards. The exam boards operate as separate business units within the Group, designing and delivering assessments to over 8 million learners in over 170 countries. Over the past decade, Cambridge Assessment has achieved rapid international expansion at a time when the education sector has been experiencing dramatic changes. Looking ahead, it was clear that a stronger, more joined-up Group was required to support the needs and preferences of learners and customers.

Our first focus was the creation of a stronger, more joined up Group brand that builds upon the organisation’s unique combined strengths: their 160-year heritage and connection with the University, globally recognised qualifications, considerable research capabilities, secure logistics, a leading approach to assessment and curriculum development and the values and expertise of their people. This created the foundation of their commitment to delivering a confident future for learners around the world – the brand idea at the heart of it all.

This new Group brand strategy was developed in close collaboration with the Board and hundreds of people across the organisation. Face-to-face workshops, online engagement surveys and multimedia story sharing were all used to engage colleagues in defining learner-focused purpose, brand idea, values and personality. New naming relationships for the business units were established and the visual identity was updated to convey the authority and emotion of the strategy. Importantly, the connection with the University of Cambridge is now much more explicit. The heritage shield is central to the system, ensuring that customers and learners reap the benefits of this proud association.





Prior to external launch in January, an extensive business-wide consultation process further enriched the values statements and BrandCap is now supporting the rollout of the brand internally and externally. This includes working with the HR and Marketing teams who are focused on embedding the brand and values across their culture, employer brand and people practices. The result will be a truly joined up customer experience designed to help Cambridge Assessment fulfil its purpose and make a real and lasting difference to the lives of millions of learners around the globe.

What we delivered:

  • Brand strategy
  • Visual identity
  • Brand implementation
  • Employee engagement and training
  • Consumer insights and foresight
  • Tone of voice