Brief

The education category can be seen as quite worthy and rather conservative. There was a need to resolve the dichotomy between this category and Channel 4’s pioneering, contemporary values.

Response

Recognising that teachers are consumers of the same everyday marketing communications as everyone else, informed a more exciting and stylishly executed approach to educational marketing. Initially an apple, innovatively used in a school context, proved a fresh, instantly recognisable icon to establish the brand. As the product portfolio developed towards specialising in digital resources, we took the opportunity to reposition the brand as the expert supplier in that field.