The year is 2022, and the online learning market is saturated with courses and providers. How do we create an online sub-brand for one of Australia's most esteemed business schools that cuts through the crowd and cements itself as a premium online tertiary education provider? Another challenge was to retain the brand ethos of MBS' on-campus brand while injecting new life into the online offering.
Market testing had shown that current and potential students are attracted to the MBS brand name as they know it to be a premium offering; many potential postgraduate / mature-age students had also been waiting for MBS to deliver an online offering that would suit their asset-rich but time-poor lifestyles.
We have therefore built the sub-brand identity on a dark palette and B&W imagery for a premium feel; we have also incorporated the key messaging themes of windows of opportunity and open doors into a strong grid-based visual system.
