Following a major rebrand, the British Council needed to update the Future of English programme to ensure it aligned seamlessly with the new master brand. As a core part of the British Council’s offer, the programme had to feel consistent, contemporary, and globally relevant, while still retaining its distinct voice and purpose. The challenge was to evolve the sub-brand without losing its authority, and to equip international teams with a system that could flex across markets, audiences, and contexts.
We reimagined the Future of English from the inside out, refreshing both its brand narrative and visual toolkit to create a clearer, more engaging expression of the programme. By introducing audience-focused imagery, accessible messaging, and a dynamic visual language, we built a sub-brand that informs and inspires in equal measure. Central to the solution was a robust toolkit, designed to roll out efficiently across global teams, while allowing local flexibility in tone, emphasis, and application.
From alignment to clarity
Our work began with alignment: understanding the new British Council brand and identifying how the Future of English could live confidently within it. We refined the programme’s narrative to clearly articulate its role, relevance, and ambition, ensuring it could speak to diverse audiences with consistency and purpose.
Designing for global adoption
With a programme delivered across multiple regions, ease of use was key. We developed a flexible visual system and templated asset suite that global teams could adopt quickly and apply confidently. From reports and presentations to digital and campaign materials, every element was designed to balance coherence with adaptability, enabling teams to tailor messaging to their local context without diluting the core brand.
Imagery and messaging that connect
We placed strong emphasis on imagery and language that felt human, forward-looking, and grounded in real-world impact. Moving away from abstract or institutional visuals, the updated toolkit uses narrative-led imagery and clear messaging to bring the Future of English to life, helping audiences understand what the programme is and why it matters.
A platform for the future
The result is a refreshed Future of English identity that feels fully integrated with the British Council brand, while standing confidently on its own. It is a system built to empowering teams around the world to communicate with confidence, engage new audiences, and champion the programme – and the British Council – with consistency and impact.
