Cambridge Assessment – people & culture identity.

Cambridge Assessment is an organisation undergoing transformation. One of the key transformation work streams – of which there are four – is People & Culture. Our task is to create a design identity for this stream that is aligned with the wider Cambridge Assessment brand identity. We needed to deliver a design solution that covered the following, and through which the People & Culture imprimatur would be obvious.

The key tonal directives are: authentic, adult-to-adult and concise.

Deliverables:
• An agreed approach to visuals (image types, layout motifs etc.) These must be ‘authentic’ – ie, steer away from generic images.
• A PowerPoint deck consisting of front, section header and content slides
• A way to ‘top and tail’ videos that are likely to be produced in-house
• A graphic to be used as an email header
• Graphics to be used for online platforms (such as the new Xexec recognition platform)
• An agreed use of font (including font cuts)
• A simple style guide that Cambridge Assessment can use to create their own materials

Created whilst at Blackbridge, 2020.