The ask

How to leverage a raging success? The UK and China, who through a multitude of programmes had developed a bountiful relationship in education at all levels, decided to consolidate their initiatives under one banner – the Sino-UK Education Partnership. Charged with a broad task – to further benefit the entire spectrum of educational delivery whilst promoting a framework to foster stronger business links and to open doors in new markets – this was a special relationship in need of something special.

The task

Faced with a massively complex target mix, we kept two words front-of-mind – coherence and professionalism. Our work had to be flexible and portray a common theme. We parlayed our new visual identity into a brochure with a back cover pocket for interchangeable case studies, ensuring longevity and relevance to all markets. This cost-effective solution meant digital inserts only needed to be produced as and when required. Unabashedly Chinese in feel, with dual-language headlines, whilst representing UK stakeholder needs, it struck the perfect balance vital to encourage universities and business to develop partnerships, joint delivery and shared research projects.

The proof

The brochure has been taken up at all levels, being used by government departments and ministries of both nations, and educational institutions large and small. Our client reported that, at its exhibition debut in China, it was the most popular drawcard at the stand. We’ve since been asked to design exhibition banner stands and are now working on a complete dual-language version, an earlier suggestion of ours.