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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.
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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.
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