Emeritus employer
branding

Design Challenge
Emeritus is an ed-tech platform that provides accessible and affordable educational programs in collaboration with top-ranked global universities to people all across the planet. Emeritus has cemented their position in the ed-tech ecosystem — with thoughtfully designed programs, strong partnerships with reputed universities and an expansive learner base. Our challenge was to build an enduring employer brand for them as they moved forward.

Solution
The theme of impact stood at the centre of the employer branding exercise and the employee value proposition was “Build a legacy of impact”. A comprehensive photo and video shoot was part of the scope, which generated brand assets for use in different applications. The team created a memorable visual language and scaled the EVP to various assets like employee culture book, employee videos, careers website design & social media.

Role ︎︎︎ Creative direction, design
Type of work ︎︎︎ Employer branding
Studio ︎︎︎ Rezonant Design
Team ︎︎︎ MP Hariharan, Pranav Mathur, Sampriti, Kalai, Pramita, Vishal Pandit, Jasleen Ashta, Vinayak Baby, Aditya Narayan, Kishan, Rahul
Published ︎︎︎ 2022

Research and Strategy

The team conducted extensive research to understand the company, it’s culture, it’s people and the ed-tech landscape. Interviews were conducted with 150+ Emeritus employees from all over the world and around 650+ people, including 65+ leaders, participated in surveys.

From the insights culled from this exercise, one stood out - The employees were most proud of the impact they were creating by making education accessible for the individual, thereby impacting society and the nation. Thus the Employee Value Proposition statement - Build a legacy of impact - was born.

For a more detailed case study of how this came about, click here.

Visual language: The Emeritus ripple effect

The visuals created represented the theme of impact visually - taking inspiration from the ripple effect a stone creates when dropped in a pond. The reverberating and outward moving lines depicted the impact that an Emeritus employee has on a learning individual, their family, the society and thereby the nation.

Typography & Colour palette

The typography and colour palette was continued from the main brand. Dark blue, green and white formed the primary palette with Montserrat being the brand font.

Animated GIFs on how to build your legacy of impact

Capturing real life stories

The team conducted a carefully planned shoot of over 120 videos and 200+ photographs in 7 different cities and time zones. The brand assets generated from this mammoth exercise were used across the careers website and Emeritus’ social media channels like LinkedIn and YouTube.

The team created a 16-week LinkedIn content strategy which started with a company-wide launch of the EVP and included posts centered around the EVP, employee success stories, testimonials and learner success stories.

Snapshots from the talent acquisition deck

Employee culture book

The team wanted the employee culture book to be unmistakably Emeritus and act as a guide to a high impact career in edtech. The best way to achieve that was by featuring hundreds of voices from the organisation.

The culture book spoke about the ed-tech landscape, Emeritus’ impact in ed-tech, what the company stands for and their values and mission.  It was peppered with many individual stories of impact, growth stories, the company culture and interviews with leadership.

Few comics in the culture book that were created to bring a sense of humour and light-heartedness to the book

Careers website

The Emeritus careers website was designed to engage, inform and attract A+ talent. The visual treatment remained consistent with the brand language. Custom icons and animated GIFs were created to depict company values and philosophies. Microinteractions and small animations made the website interactive and interesting to use.