Academic Work

Background

Solution

Unifying six markets, and a vast number of touchpoints and disciplines, the brand concept was tailored to have impact on every part of the brand experience, both externally and internally – from visual identity to communication and how the brand acts and functions in physical and digital touchpoints.

Like in nature and life, The Perfect Fit can be unexpected, contrasting and dynamic, adding value by doing the unpredictable, highlighting the new and doing more than expected. Like peanut butter and pickles, ice cream and fries, chili and chocolate, Academic Work help create brilliant new combinations that deliver value beyond the expected – creating The Perfect Fit.

The symbol illustrates The Perfect Fit through a visual puzzle, where the negative space plays a key role in shaping the symbol. A functional and visually engaging symbol – where the incompleteness of the A and W complete each other in a (yes) perfect fit.

"The brand, across the whole brand experience, is an essential part of building the business, which is a belief we share with OKTO."

– Rickard Allstrin, Head of Marketing Academic Work

Going beyond the traditional and instead opting for playful imagery built on unconventional similarities – the structured pattern of fish scales mirroring that of a corn cob – resulting in a visual language that feels both odd and perfectly fitting at the same time.

The brand concept sets the scene for a messaging hierarchy tailored to different segments of the target audience, with the brand statement “Don’t leave fit to chance” setting up the brand as a bold and confident actor, assuming a leadership role within the category.

The motion system is built around three core principles that define the brand’s recognisability: Angle, Alignment, and Tempo, capturing that magic moment when everything clicks – when two worlds align – to create The Perfect Fit.