BRAND:
edX
CLIENT:
Harvard University & MIT
BACKGROUND:
Massive Open Online Courses (MOOC) is an online service providing classes for students through the web. Once MOOC was developed, many universities wanted to launched online class services. MIT was one of the first and joined forces with Harvard University to assist students and professors by providing online tools. Harvard University & MIT wanted to launch ASAP, however, there was no exsiting brand.
ACTION:
We researched MOOC classes and worked through many brand domain names options. It was extremely important to create a brand that was visibly appealing and memorable to multiple linguistic cultures. Harvard University & MIT selected “edX,” for “Education & Exchange.” We developed many logo options, creating a “Less is More” direction to simplify the process for users. This new brand needed to feel like a future platform service. Our solution included a brilliant brand logo and pure brand guidelines. We would showcase the new brand via colors, fonts and textures for all marketing communication vehicles, signage and the digital site. Harvard University & MIT launched worldwide through social media marketing, connecting edX courses quickly with new users.
DELIVERABLES:
Brand Strategy, Name, Logo, Design, Digital, Brand Guidelines, Marketing Communications & Launch
RESULT:
In two years, edX has grown more than 3 million worldwide users, 60 universities and over 300 courses online.
LEARN MORE:
www.edX.org
www.youtube.com/watch?v=7pYwGpKMXuA
www.youtube.com/watch?v=MJZN700YS0o
ROLE:
Michael Thibodeau - creative director and brand designer working in tandem with Weber Shandwick.