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Learnium: Developing A Comprehensive Brand Book for A University Course

Linguakey was approached by edtech company Learnium to take a consultative role in developing an upcoming University of South Wales (USW) course.


The education sector is encompassing new methods and technologies, with students having far more access to virtual courses than ever before. Learnium is pioneering this change with Edtech services designed to improve education by providing personalised learning services. 


Learnium and USW partnered to develop a brand new online course aimed at non-business graduates and young professionals, to teach vital entrepreneurial skills in line with the Entrecomp Framework. It’s a Level 7 course, equivalent to a Masters degree, giving learners an impressive qualification once finished. 


Linguakey was brought onto the project as a consultative partner, tasked with producing a brand book detailing how to successfully appeal to USW’s intended course demographic. During the project we worked with both Learnium and USW, holding regular workshops and meetings. We collaborated with design agency Zubru Creative on the visual elements of the course. 


The Challenge

When Linguakey joined the project, Learnium was focused on developing the technology powering the course. Rachael Rees-Jones, Entrepreneurship Development Manager at USW, was responsible for preparing the learning materials and looking for guidance on how to appeal to postgraduates and young professionals. To engage prospective postgraduates, the course needed to be aligned with the correct audience. This was especially important given that the course was new and needed a designated number of sign-ups to launch.


Online courses are an increasingly attractive option to modern students, especially as international learners can carry out the course in their own environment. Course costs are often cheaper, and there’s far more flexibility. 


An easy-to-use learning platform with well-aligned content is pivotal to effective virtual learning, as students have less one-to-one time with lecturers. With this in mind, Learnium approached Linguakey to provide consultancy services on the branding aspect of the course. 


The Solution

To establish who the course was aimed at and gain an understanding of the learning objectives for students, we held workshops and consultative meetings with both Learnium and the USW team. These open discussions allowed all collaborative parties to outline their needs and expectations, and make sure they were met. 


Following a series of constructive workshops, we began creating target personas to provide both Learnium and USW with a better understanding of who the course could and should target. From our research, we established that the optimal student audience was post-graduates from a non-business background, but with a strong interest in entrepreneurship.


Our personas formed an integral part of the branding process and explored age, values, pain points, and how the course would help students achieve their goals. Personas were devised with diversity in mind, ensuring students from all backgrounds were taken into consideration at all times.


Once developed, we began to research how best to appeal to the intended demographic by evaluating similar courses, consulting the Entrecomp framework, and through workshop sessions with Rachael Rees-Jones. Collectively, we decided attention must be paid to promoting inclusivity within the course, using non-gendered language as a valuable method of keeping learners engaged and to make learning accessible for all. 


In line with our commitment to diversity and inclusivity, the proposed brand book would feature relevant key social figures, such as Marie Curie, Maya Angelou, and Stan Lee—all with inspirational backstories who broke barriers in their respective fields. Additionally, we also provided a list of social figures to be avoided due to past controversies, ensuring that our inclusive approach was upheld throughout.


To aid course writers, Linguakey created a detailed guide on how to establish and maintain a consistent tone of voice. This included instructional and information examples, breaking down the difference between ‘appropriate’ and ‘inappropriate’ content expectations for a professional institution, such as USW. The guide aided course visualisation and was designed to prevent tonal mistakes and deliver an experience in line with customer expectations .


We also provided a quick reference ‘A – Z’ document to give course writers an easy way to double-check their work and ensure quality throughout.


The Result

After creating a comprehensive brand book and supporting ‘A – Z’ guide, Rachael Rees-Jones, Entrepreneurship Development Manager, was ready to start developing the learning materials. 


Shaped by our consultation and collaborative efforts between key project stakeholders, when delivered, the newly created USW course will improve the entrepreneurial learning of postgraduate students. Both USW and Learnium were delighted with our collaborative effort, with Arun Wilson, Learnium co-founder, saying: “Jeremy and the team at Linguakey were brought into a project at short notice to produce brand guidelines for a course being developed. They were a pleasure to work with, highly responsive, and produced excellent work in a short space of time.”


Refresh your brand with a new look and feel

Get in touch today to learn how we can help you give a new look and feel to your brand with our brand book services including a style guide, brand guidelines, and an A-Z reference guide to help you and your team consistently implement your new style.

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