Challenge
The company that was founded almost 150 years ago has undergone major changes in recent history. In the 2000’s it shifted from print to digital, and now it is transforming again from digital to data and AI. In the middle of all that, the brand had fallen behind: inconsistent, ineffective and leaning heavily into its publishing heritage. For the brand to be a driving force for the transformation, and regain relevance in the eyes of the market, it needed a major overhaul.
Solution
A modern purpose-driven brand that connects with researchers, innovators, educators and clinicians on an emotional level. In a market where dry factual communication prevails, Elsevier stands out as an inspired forward thinking partner in academia, healthcare and R&D. It places state of the art technology and first-class scientific information, directly in context of a core belief that ultimately what truly matters is the positive impact that scientific insights and discoveries can have on society. The new brand is optimised for that narrative verbally, visually and viscerally, while uniting different market segments under one voice and face.
