InTouch Marketing Case study: International House
We do this‌ The brief Responsible for over 150 language schools worldwide, International House briefed InTouch to deliver a more consistent look and feel across its branding. A work in progress, InTouch has redefined the purpose and values of IH as well as refreshing its visual identity. This branding phase has naturally moved into solving wider communication requirements, including projects for affiliated IH schools.
www.intouchmarketing.co.uk
We do this‌ The work for International House has included all of these integrated services:
Advertising Brand Creative Database Design E-marketing Research Social media Strategy Web
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INTEGRATED SERVICES
International House Brand audit
The first task was to audit the existing brand and look at all communications materials. The old materials were looking dated and the use of the branding across them was inconsistent. The audit also examined the brand values of International House.
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> Oferta académica
> Inglés para adultos, niños y jóvenes > Formación de profesores de inglés y de español > Cursos de idiomas para empresas y profesionales > Cursos de idiomas en el extranjero
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International House Madrid
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Newcastle Speaking to the World
Newcastle International House Speaking to the World
Newcastle
One step further...
ihnewcastle.com www.intouchmarketing.co.uk
International House The brand onion
A brand wheel allows us to position the values of a brand into a hierarchy. At the centre is the perceived brand essence. (The brand essence is a brand’s promise expressed in the simplest, most single-minded terms). Around this we can place other qualities – emotional and practical. The experience of learning a language at an IH school empowers and enables individuals to achieve their goals. Therefore we developed the brand essence ‘Changing Worlds’.
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International House A new brand mark
We evolved and redrew the IH brand mark. Since the brand was to be rolled out across over 150 schools worldwide, the brief was for evolution rather than a sea-change, to help schools adapt slowly.
We then created a system for naming the schools and a new brand mark for each one.
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International House New brand elements
Natural
As is often said, a brand is more than a logo. It is a combination of visual elements as well as how the brand behaves. These all add up to the experience. Visually, as well as the new brand mark, we introduced new graphics, new colours, a new typeface and guidelines on style of imagery.
Human Real
Base colours IH BLUE PANTONE PMS 281 100C 72M 32K
NEW IH YELLOW PANTONE PMS 123 24M 94Y IH GREY PANTONE PMS 431 11C 1M 64K
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FS Rufus =
Great personality Contemporary Distinctive
I nternational House Brand guidelines
International House Brand guidelines
The Golden Rules
1
We developed and designed a set of guidelines to explain how to use the new branding elements.
Rule 1. Using the IH brand mark.
Many of the IH schools don’t have professional design or marketing support, so keeping the guidelines simple and easy to use was incredibly important.
International House brand guidelines The Golden Rules
The new 3D International House brand mark is the preferred version for use on all branded materials. It is composed of the IH ‘globe’ plus the words ‘International House’ plus the affiliate school name when appropriate. Always use artwork supplied. Never redraw the brand mark. If you require new artwork please contact ihbrand@ihworld.co.uk Only use the 2D or two colour versions where the full colour is not available.
IH globe + words ‘International House’ plus the school name = brand mark
Contact the brand team if you require new artwork for your school.
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Rule 2. Using the colours. Always use the correct colours. If additional colours are required please contact ihbrand@ihworld.com Always use the base colours as the predominant colours.
Base colours IH BLUE PANTONE PMS 281 100C 72M 32K
IH YELLOW PANTONE PMS 123 24M 94Y IH GREY PANTONE PMS 431 11C 1M 64K
(Note that this yellow replace the old IH yellow)
Language rainbow colours The language rainbow has already been created for your use, so you never need to redraw it.
90M 100Y
37C 100M 55K
89M 26K
100C 90M
90C 70Y 30K
55M 100Y
50C 100Y
CMYK = 4 process printing colours. C = Cyan. M = Magenta. Y = Yellow. K = Black.
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International House brand guidelines The Golden Rules
30M 100Y
International House brand guidelines The Golden Rules
I nternational House Brand tool box
Need help?
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Welcome to the IHWO Brandbox
Brand book & guidelines
Brand mark
Templates
Typeface
Graphics
Images
If you require any assistance or advice then just click here.
HOME BRAND BOOK & GUIDELINES BRAND MARK TEMPLATES TYPEFACE GRAPHICS IMAGES SHARE & BLOG
Once all the main elements of the brand were approved, we created a website (IH Brandbox) to hold templates of all the design elements for the schools to download and use. Each school was also provided with artwork for their own brand mark, so that they weren’t tempted to create their own version. www.intouchmarketing.co.uk
I nternational House Applications
Becoming an IH Affiliate One of the most important new elements of the branding is a distinctive device that we call ‘the language rainbow’. The rainbow is formed from a series of colourful lozenges which can be rearranged and applied to designs.
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ihworld.com
I nternational House Communications
As a communications agency, we were able to help IH further, beyond just the branding phase, into the communications phase. Developing a unique tone of voice was another important step in differentiating the brand.
Katrina Learning: English Why?: Travel Location: Sydney Likes: Lollipops
Language is a bicycle. Learning a new language is like learning to ride a bicycle. It will take you places and help you to change your life. And once you’ve changed you won’t look back. Call us on +44 (0)20 761 1240
webaddress.com
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I nternational House Communications The new identity has been readily adopted by many of the schools. We have worked with a number of IH schools to help them create effective branded materials.
Your social life
Learning English in the UK gives you the best opportunity there is to really live the language. Our social programme is not only great fun but will also improve your understanding and speed up your progress in learning English.
More than a
language school.
The more activities you try, the more real-life language practice you will benefit from. What’s more, joining in with social events will also help you to meet other students and make new friends.
Learning outside the classroom At IH London we think it’s very important that you learn the language you need for daily life. That’s why your teacher will help you take the language beyond the classroom and use it in real life situations such as using public transport, ordering in a café or going shopping. Our Social Programme Coordinator is available each afternoon to answer your questions and help you choose activities.
Sample programme WEEK 1
WEEK 2
WEEK 3
WEEK 4
Monday
Visit to the Southbank Centre
World Photography Festival exhibition
Ten pin bowling
Madame Tussaud’s
Tuesday
The Championships Wimbledon tennis
Pronunciation practice (free)
Italian and Spanish lessons (free)
Love Never Dies musical
Wednesday
Welcome walk (free)
IMAX 3D cinema trip
Tour of Wembley Stadium
The Salt Cave
Thursday
London Eye
Shrek the Musical
Women’s Champions League Football
Football in Regent’s Park (free)
Friday
Traditional afternoon tea
Live music
Faust the Opera
Pacha club night
Saturday
Harry Potter walking tour
Weekend trip to Paris by Eurostar
Tower of London walking tour
Full day tour of Oxford, Stratford & the Cotswolds
Sunday
Full day tour of Oxford and Windsor
Weekend trip to Paris by Eurostar
Full day tour of Stonehenge and Bath
Full day tour of Cambridge
Further information about the cost of excursions and other social activities is available on request and on our website – some activities are free and others are at extra cost
Junior courses
“There is always something new to experience. I would recommend IH to anyone who is planning to come to the UK to study English.” Yukiko, Japan
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I nternational House Communications
Lovely ligatures on the FS Rufus font!
For IH London, the largest IH affiliated school, we have designed and produced a range of marketing materials, including brochures, ads and web pages, and also helped develop strategic marketing communications campaigns to target their audiences.
Studying at IH London World class teachers
It’s all about getting the students excited about the language.” David James
Being passionate about English helps ignite the passion with my students.” Mark Collier
State of the art facilities Our school is packed with technology to help you learn. All group classrooms are fully connected with video and audio streaming linked to interactive whiteboards. Our entire building is Wi-Fi enabled so you can connect quickly to social media and friends and family back home. There is also unlimited access to our online learning resources and films via the online library catalogue.
250
56
PCs on student Classrooms network
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50 Interactive whiteboards
9 Floors
5 GHz single channel Wi-Fi system
1 Great place!
Call +44 (0)1295 261161 Mail hello@intouchmarketing.co.uk Visit www.intouchmarketing.co.uk