Osborne Cawkwell Tuition are market leaders in London’s private tuition sector.
They approached me to design a new brand identity, one that positioned them as the caring, professional and dedicated agency that had become to be known as.
We started the process with a Brand Discover Workshop to draw out key brand characteristics. ‘Excellence in tutorial practice’ and ‘a passion for nurture’ were themes we felt the new identity needed to reflect.
I then set about the task of creating a brand identity to embody these two themes.
The first I did through the logo design. Using a distinguished and elegant monogram of the company initials, suspended over an open book, this communicated the promise of a premium service and high level of excellence.
I used the brand imagery, a set of pen and ink illustrations, to bring out the second theme ‘passion for nurture’. The style of the illustrations have a warm and whimsical feel, each highlighting key parts of the OC strengths, narrated in an approachable and easily accessible way. Hand-drawn illustrations can serve as a powerful visual tool in communicating a ‘caring’ brand identity that offers a ‘personal touch’.
The brand identity colour set, purple and warm grey, echo the comfortable familiarity of school uniform colours.