Great Things

Client: Taylor and Francis

Taylor and Francis, one of the leading academic publishers in the UK, wanted to establish and increase brand awareness in the US, particularly within STEM, and publicise their Open Access mission. The world of academic publishing is fast-moving - with digital and Open Access publishing accelerating its reach to new levels. Taylor and Francis wanted to introduce itself and address key strategic aims in the world of Open Access and STEM publishing.

We took their multi-faceted brief and produced a single-minded and visually striking campaign to raise brand awareness by highlighting the ‘Great Things’ that can happen when research is published using Open Access, from climate innovations, research into the brain, bee colony loss and more. Open Access research has the potential to be transformative by allowing research to be equitably accessed and therefore translated into innovation. However, as an academic publisher, Taylor and Francis needed to balance this against its usual commercial offering. The campaign needed to be inspiring and highly specific as a result.