Sustainable foundations. 

Sustainable foundations.

Much like the relationship we’ve developed with the OU, we believe a brand should be built on strong foundations in order to be flexible and responsive in the long term. By working closely with various teams, and understanding their needs, we’ve created a comprehensive design system of templates and assets, ensuring consistency and clarity across all communications. This, combined a newly established B2B brand personality and tone of voice, means the OU now have a sustainable identity which can be customised to the needs of any project.

Rebuilding a brand 

Rebuilding a brand

With Open University’s B2B rebranding, we started the process from the ground up, considering every aspect from the colour palette, right through to social media, animations, digital marketing, and tone of voice in order to create a customisable brand world to suit a wide variety of projects and needs.

This unique B2B identity, stands apart from OU’s core customer offering, not only visually, but also in terms of tone of messaging and language, which repositions them as workplace training leaders, and helps propel them to the forefront of the business education landscape.

A challenging audience.

We were tasked with helping the OU explore new solutions, enabling them to engage different audiences. One of the biggest challenges with their B2B proposition, is generating content that speaks to very different sectors. These audiences are split into public and private categories, and the challenge is to speak to one without alienating the other. When developing messaging to engage key decision makers, we tailored language and specific USP’s, order to overcome the issue and create customised, strategic content.
We are partners that lean on each other to creatively solve day-to-day challenges.

Business with personality.

At Cygnus, we know that just because a brand is business-to-business, doesn’t mean its visual world should feel cold or impersonal. Quite the opposite. As part of the OU’s B2B rebrand, we cultivated a warm, human tone of voice, which we felt would resonate not only with organisations as a whole, but, more importantly, would connect with the key individuals within that company. We also developed a suite of photography which captured individuality, and genuine real-life interaction.

Animation for impact.

Whether generating material for external use, such as digital marketing and social media, or producing presentations for internal comms, nothing is more powerful than animation. In recent years we’ve conceptualised, storyboarded and executed a number of dynamic animated projects for the OU, resulting in high-impact content, which is visually stunning, and rich with narrative.

With the freedom of movement, the revised brand can really sing. Our linear icons can weave in-and-out of content, react to the information around them and take you on a path through the narrative. Paired with carefully selected video and emotive music, we've helped build real connections with the OU B2B audience.

And, this side to the brand keeps growing. So we continue to deliver great performing content to populate the OU B2B social channels, making sure that each and every animation leaves a lasting positive effect.