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A powerful employer brand + visual identity for an ed-tech company
Emeritus is a leader in ed-tech and their mission is to make high-quality education affordable and accessible to people all across the planet. Rezonant shaped how the world sees their impact — through conscious visual storytelling.
Challenge
How do you help a unicorn spread its wings?
Emeritus has cemented their position in the ed-tech ecosystem — with thoughtfully designed programs, strong partnerships with reputed universities and an expansive learner base. Our challenge was to build an enduring employer brand as they moved forward.
Some of the key challenges
How do we give people a ‘big picture view’ of the sector?
How do we celebrate the journey of Emeritus?
How do we put people and their stories in the spotlight?
How do we bring out the scale and magnitude of the organisation?
How do we champion Emeritus as a workplace for transformative careers?
How do celebrate the wide impact of the organisation
How do we give people from the outside a view into the work life of Emeritians?
How do we collect and narrate stories spread across 4 countries and many time zones?
Strategy
Building a visual language that celebrates people and their legacy
Emeritus has partnered with some of the most reputable and influential educational institutions on the planet to design transformative online programs. After a detailed process that involved benchmarking, research, surveys, and interviews — we arrived at a central message for the EVP (Employee Value Proposition). The statement chosen was ‘building a legacy of impact’.
Click here to read the expansive case study on the Emeritus Employer Brand project
“In our design decisions, we wanted to create a consistent visual language that celebrates the meaningful contribution of individuals who make up Emeritus.”
Some key questions that shaped our work
How to align the design language to the core philosophy of the EVP?
How do you depict a mission-driven team?
How do you visualise the legacy of individuals in a mission-driven organisation?
How do you showcase the global nature of Emeritus through design?
How do you capture the ever-changing, dynamic nature of edtech?
How do you showcase the impact of a game changing edtech company?
How do you showcase the knock-on effects of high-quality education?
How do you create a visual language that can be used across various mediums and media platforms?
How do we create a distinct identity for Emeritus as an employer while adhering to their brand guidelines?
What would be a simple and powerful pattern that can be scaled to all the assets?
Design
Making waves at every opportunity
We came up with a visual language for the employer brand that was powerful, bold and most importantly — in alignment with the theme of ‘building a legacy of impact’.
The Emeritus Ripple Effect
In our finalised visual motif for the employer brand, we decided to go with a pattern of reverberating and outwardly growing circles or waves. We called it the Emeritus ripple effect.
Variants
“We consequently developed and used 3 different variants of the Emeritus Ripple Effect patterns across the assets. This gave us the flexibility to choose between the variants based on the use cases and mediums — videos, carousel posts, banners etc.”
The pattern complemented the theme perfectly. We created an aesthetic that carried a lot of meaning for the brand.
Every employee at Emeritus creates a ripple effect that impacts their team, their family and society
Every learner at Emeritus creates a ripple effect that impacts their organisation, community etc.
Scaling the EVP
IMPACT
Painting a consistent picture of a high-impact career
Whether it is the logo, colours, typography, illustrations, patterns or any other key element — we have managed to create a cohesive visual narrative for the Emeritus Employer Brand centred around impact.
A few aspects the visual identity received great acclaim
Our attention to detail
Focus on strategic goals throughout the design process
Ability to adapt the visual based on the context
Creating a style that feels new and fresh — yet unmistakably Emeritus
Telling stories of the individuals of Emeritians through a consistent visual language
