cambridge assessment

Cambridge Assessment

STRATEGY & EXPERIENCE
CULTURE

Cambridge Assessment

STRATEGY & EXPERIENCE
CULTURE

Cambridge Assessment is part of the University of Cambridge and manages the University’s three exam boards. The boards have historically operated as separate business units within the Group, designing and delivering examinations to millions of learners around the world. Having experienced rapid international growth, it became clear that a stronger, more joined up Group was required.

Our initial focus was on the creation of a new Group brand strategy, developed in collaboration with the Board and people across the organisation.

We crafted a fresh visual identity that captures the credibility and emotion of the brand, and more explicitly links it with The University of Cambridge. With the HR team, we embedded the refreshed brand and values across their culture, employer brand and people practices.

 

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Our first focus was the creation of a stronger, more joined up Group brand that builds upon the organisation's unique combined strengths

Our multi-year relationship continues- we are currently advising on and developing the detail of Year 3’s plan and supporting with a longer-term brand and strategic development

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Understanding Teacher Expertise – adam cash photography (3 of 160)
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Following the launch of the Group brand, we worked across their international business units to define new names, brand strategies and expressions to establish clear connection across the Group

Our multi-year relationship continues- we are currently advising on and developing the detail of Year 3’s plan and supporting with a longer-term brand and strategic development

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The Cambridge Assessment English visual identity is born from a set of shapes that define the core skills the brand teaches and tests in a learners journey; reading, writing, speaking and listening

Our multi-year relationship continues- we are currently advising on and developing the detail of Year 3’s plan and supporting with a longer-term brand and strategic development

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The Cambridge Assessment International Education visual identity draws inspiration from shapes and symbol of different cultures around the world as a form of identification for the new brand.

Our multi-year relationship continues- we are currently advising on and developing the detail of Year 3’s plan and supporting with a longer-term brand and strategic development

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We devised an internal campaign called #ForOurLearners to embed the brand across the Group 

Our multi-year relationship continues- we are currently advising on and developing the detail of Year 3’s plan and supporting with a longer-term brand and strategic development

We created a social campaign to raise awareness and grow demand for Cambridge English Qualifications portfolio

Our multi-year relationship continues- we are currently advising on and developing the detail of Year 3’s plan and supporting with a longer-term brand and strategic development

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CEQ_Business_Portrait_01_Listening

“BrandCap brought expertise, integrity and creativity to the rebrand process, and everything was very well planned. They listened to it. It didn’t feel like they were just corralling us into their point of view, and there was great collaboration throughout.”

“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team have been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination and creativity to their work."

“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team have been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination and creativity to their work."

“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team have been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination and creativity to their work."

Saul Nassé is Group Chief Executive at Cambridge Assessment

Understanding Teacher Expertise – adam cash photography (6 of 160)

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Suite 701
New York
NY 10010

+1 347 779 2595

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Wong Chuk Hang
Hong Kong

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