Following the launch of a major new brand identity, the British Council faced a challenge shared by many global organisations: ensuring a new brand could be adopted consistently, confidently and efficiently across hundreds of teams, programmes and markets. From flagship products such as IELTS to long-established programmes including Future of English and Youth Connect, each initiative has its own history, stakeholders and ways of working. The challenge was in creating practical systems that could preserve the strength of individual programmes and enable teams around the world to communicate with confidence.
Working alongside the British Council's central brand team, programme leads and international stakeholders, we have become a trusted partner in translating the new identity into practical, scalable systems.
For IELTS, we developed a detailed guidance and a comprehensive suite of multilingual templates across Figma, Adobe, Canva and Creatopy, enabling global teams to produce consistent, high-quality communications efficiently. Robust guidance and asset libraries ensured the complexity behind the scenes never became complex for the people using them.
For Future of English, we reinterpreted an established sub-brand through the lens of the new identity, shifting the emphasis from graphic devices towards storytelling through imagery and language. Working across schools, higher education and professional audiences, we created a flexible communications system supported by digital-first assets and detailed implementation guidance.
Across Youth Connect, B2O, CPF and other programmes, our role has been equally collaborative. We have helped previously separate organisations find a shared visual language, translated long-established identities into the new brand without losing recognition or momentum, and developed everything from editorial publications and campaign assets to social templates, presentations, print materials and implementation toolkits.
What connects every project is an understanding that successful brand rollouts rely on clear systems, thoughtful team engagement and practical guidance that empowers people to use the brand with confidence. By balancing global consistency with local flexibility, we've helped the British Council transform a new visual identity into a brand that can be adopted, adapted and championed by teams around the world.
