Elsevier
Transforming a publisher into a force for progress
Elsevier was founded almost 150 years ago, and has undergone major changes in recent history. In the 2000’s it shifted from print to digital, and now it is transforming again from digital to data and AI. In the middle of all that, the brand had fallen behind: inconsistent, ineffective and leaning heavily into its publishing heritage. For the brand to be a driving force for the transformation, and regain relevance in the eyes of the market, it needed a major overhaul.
- Brand Identity
- Digital Design Direction
- Design System
This project was completed jointly with State of Tomorrow.
Solution
A modern purpose-driven brand that connects with researchers, innovators, educators and clinicians on an emotional level. In a market where dry factual communication prevails, Elsevier stands out as an inspired forward thinking partner in academia, healthcare and R&D.
It places state of the art technology and first-class scientific information, directly in context of a core belief that ultimately what truly matters is the positive impact that scientific insights and discoveries can have on society. The new brand is optimized for that narrative verbally, visually and viscerally, while uniting different market segments under one voice and face.
What We Did
1 . Translate strategy into creative concept
Turn the idea of ‘Advancing human progress together’ into a practical and scalable system for visual and verbal expression for a global brand
2. Guide C-level decision making
Help leadership make strategic decisions on creative direction to ensure meeting all strategic objectives, and answer needs from across the business
3. Assets and guidelines for implementation
Develop a scalable and flexible design system to make implementation and governance as easy as possible
Impact
Positioned for growth
The new brand successfully differentiates the company from its competitors, helps to generate cut through marketing in a crowded market, and attract valuable tech talent globally.
Unified brand
The new system for brand expression, as well as the process that lead to it, created a unified vision and internal alignment between market segments.
