Roadmapmba

Making business education accessible

Client

Growth Strategy Roadmap

Project

Roadmap MBA Brand

Services

Brand Identity, Brand Strategy, Design

Sectors

B2B & Professional Services, Education

Making business education accessible

The Brief

As Roadmap MBA looks to take the next steps on its own journey, an important starting point was finding its unique proposition and defining a real and impactful ‘WHY’. With this would also come a bespoke archetype blend and an intrinsic set of beliefs. Visually, there was a core need to balance corporate authority with a modern, inclusive and welcoming personality; something that would allow the programme to scale and set the foundations for future growth.

Background

Designed by Steve Pugh, Roadmap MBA is a CPD certified, real world business course for small to medium businesses. Just as its name suggests, the Roadmap MBA provides a tangible, immersive and all-encompassing education journey that gives people everything they need to grow their business or career. The course is built on real world business experience and prepares people for day to day practical challenges.

The Solution

Their purpose elevates Roadmap MBA beyond simply a training course or learning programme. Its socially driven ‘WHY’ — ‘Making business education accessible’ — is all about removing barriers and overcoming tired business education stereotypes. This was translated into a brand that’s built around simplicity, transparency and guidance, underpinned by an understated level of vibrancy and energy.

Making business education accessible

The Brief

As Roadmap MBA looks to take the next steps on its own journey, an important starting point was finding its unique proposition and defining a real and impactful ‘WHY’. With this would also come a bespoke archetype blend and an intrinsic set of beliefs. Visually, there was a core need to balance corporate authority with a modern, inclusive and welcoming personality; something that would allow the programme to scale and set the foundations for future growth.

Designed by Steve Pugh, Roadmap MBA is a CPD certified, real world business course for small to medium businesses. Just as its name suggests, the Roadmap MBA provides a tangible, immersive and all-encompassing education journey that gives people everything they need to grow their business or career. The course is built on real world business experience and prepares people for day to day practical challenges.

As Roadmap MBA looks to take the next steps on its own journey, an important starting point was finding its unique proposition and defining a real and impactful ‘WHY’. With this would also come a bespoke archetype blend and an intrinsic set of beliefs. Visually, there was a core need to balance corporate authority with a modern, inclusive and welcoming personality; something that would allow the programme to scale and set the foundations for future growth.

Their purpose elevates Roadmap MBA beyond simply a training course or learning programme. Its socially driven ‘WHY’ — ‘Making business education accessible’ — is all about removing barriers and overcoming tired business education stereotypes. This was translated into a brand that’s built around simplicity, transparency and guidance, underpinned by an understated level of vibrancy and energy.

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A guiding light

The brand needed an element that was a visual mirror for its purpose, which could also be easily used alongside photography and blank layouts alike. Gradients and light pathways combine to create a brand device that shines through every asset and deliverable; bearing the very hallmarks of what makes the course so enriching and unique. This illuminates the journeys of each learner, with the wrap around beam showing that no two stories or businesses are the same.

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Illuminating the brand

The logo follows the same path as the light device, keeping its structure but reforming to create an ‘R’. As well as providing a recognisable element, this subtle variation retains the beam element while aligning the logo and wider brand world together.

Roadmap MBA handbook.
Roadmap MBA handbook box open.
Roadmap MBA handbook cover.

Making the transition

A neutral and clean colour palette is energised by an evolved gradient, which is derived from the previous brand’s blue gradient. This brings familiarity and consistency, while connecting the two brands and linking the past with the present and beyond. It helps electrify the light pathway and shines a light on the more muted and mature tones that lead on documents and marketing collateral.

Roadmap MBA lightpath photography.
Roadmap MBA lightpath photography.
Roadmap MBA portrait with lightpath.

Fresh, human and inspiring

As with many online learning or education courses, finding an image style that was professional, practical but above all personal was a key challenge. We sourced photography that together with the light pathways feels fresh, human and inspiring. Importantly, they tap into the stories and personalities behind the journeys, helping to provide a sense of inspiration and achievement.

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Roadmap MBA handbook spread one.
Roadmap MBA handbook spread two.
Roadmap MBA posters.
Roadmap MBA brand guidelines.
Roadmap MBA website.
"I knew that if I wanted to create a globally recognised business course, it was essential to have a world class brand. I had known for many years that if I was ever in the fortunate position to invest, it was always going to be with Better. Their past experience of creating exceptional brands was exactly what I was looking for and the team nailed it at the first attempt. The new brand will help me reach my target for the business and is an essential building block in its future success."

Steve Pugh

Founder, Roadmap MBA