Brand architecture with which we retain customers from high school within the TLN brand portfolio
Van Dijk Education, the largest supplier of learning materials and associated services in the Netherlands and Belgium, asked for a clear answer brand architecture which does justice on the one hand to the specific circumstances that apply to the various product market combinations and, on the other hand, makes maximum use of synergy so that the whole is more than the sum of its parts and we use the available resources efficiently.
In 2016, Van Dijk Education was taken over by TowerBrook. As part of TowerBrook, Van Dijk Education is even better able to give a new impulse to the digitization of education.
The corporate brand as pater familias
Together with the project team, we first developed the name for the corporate brand. This acts as pater familias. We have defined overarching brand values across the brand family and narrowed them down to each market segment. With the visual identity we have brought coherence within the different brands of the family.
A new, international name has been chosen: TLN - The Learning Network. A name that puts learning completely at the center, and that also does justice to the dual network function: TLN is a special network of own brands, and at the same time an open network for collaboration with others.
Each brand has its own target group and communications
In order to serve the different target groups as adequately as possible, we have chosen to allow different brands to exist within the TLN family. For example, with its own website, which can be completely tailored to the expectations of that target group.
By connecting the identity, we increase the chance of retaining customers from their secondary school years and allowing them to grow within the TLN brand portfolio. For this we need a common denominator that can address the needs of our customers in a very targeted manner at every stage of life.
Pleasure leads to motivation and motivation leads to success. So fun in learning is essential to the success of education. That is why learning pleasure should be accessible to all pupils and students. This is how the proposition 'Discover how to enjoy learning' was born.
All brands with their own propositions are part of one larger whole
A powerful positioning where all brands have their own proposition can propagate and still be part of a larger whole. Together with the designers of The Real Work we have visualized an identity based on the roots of the brand: selling books.
Books symbolize knowledge and learning. We have used abstracted book spines as building blocks of the TLN identity. Each brand has its own symbol built from these book spines that stands for, for example, deepening, growth or self-development. The symbols together are also greater than the sum of the individual parts: They form a playful pattern that also underlines the positioning: Discover how you can learn with pleasure.