{"id":580,"date":"2023-01-23T14:52:00","date_gmt":"2023-01-23T14:52:00","guid":{"rendered":"http:\/\/nikhandson.co.uk\/?p=580"},"modified":"2026-07-13T23:20:56","modified_gmt":"2026-07-13T22:20:56","slug":"tes-brand-guidelines-2023","status":"publish","type":"post","link":"https:\/\/nikhandson.co.uk\/index.php\/2023\/01\/23\/tes-brand-guidelines-2023\/","title":{"rendered":"Tes Brand System Development"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Building a scalable brand system for a global SaaS business<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>When I joined Tes as Head of Design, the company was undergoing one of the biggest transformations in its history.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Having built its reputation through teaching resources, recruitment, teacher training and publishing, Tes was rapidly evolving into a global education technology business, providing subscription software and digital services to schools, colleges and universities around the world.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As the business grew, so did the complexity of the brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Multiple product teams, marketing functions, regional markets and external agencies were all producing creative independently, resulting in inconsistencies across campaigns, product marketing, sales collateral and digital experiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">My challenge was to create a single brand framework that would allow every team to communicate consistently whilst giving the business enough flexibility to market an increasingly diverse portfolio of SaaS products.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The challenge<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This wasn&#8217;t simply a visual refresh.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The objective was to build a brand system that could support Tes&#8217; transition from a predominantly B2C organisation into a modern B2B SaaS business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The new guidelines needed to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>support multiple product portfolios under one master brand<\/li>\n\n\n\n<li>create consistency across marketing, product and corporate communications<\/li>\n\n\n\n<li>provide clear governance for internal teams and external agencies<\/li>\n\n\n\n<li>scale internationally across digital and print channels<\/li>\n\n\n\n<li>simplify the creation of new assets without compromising brand quality<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">My approach<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Rather than beginning with colours and typography, I started by understanding how the business actually used the brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Working closely with stakeholders across marketing, product, commercial and leadership teams, I audited existing creative, identified inconsistencies and documented the different ways the brand appeared across customer touchpoints.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This allowed me to distinguish between what genuinely needed flexibility and what needed standardising.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From there I developed a modular design system that balanced consistency with practicality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The guidelines covered far more than visual identity, they became a practical toolkit for anyone creating communications across the business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They established standards for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>visual hierarchy and layout<\/li>\n\n\n\n<li>typography and colour systems<\/li>\n\n\n\n<li>photography and illustration<\/li>\n\n\n\n<li>iconography<\/li>\n\n\n\n<li>digital components<\/li>\n\n\n\n<li>presentation templates<\/li>\n\n\n\n<li>sales collateral<\/li>\n\n\n\n<li>product marketing<\/li>\n\n\n\n<li>campaign execution<\/li>\n\n\n\n<li>tone of voice<\/li>\n\n\n\n<li>accessibility and usability<\/li>\n\n\n\n<li>logo usage and brand architecture<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Designing for scale<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the biggest challenges was ensuring the system could work equally well across very different audiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing aimed at school leaders required a different level of sophistication from communications aimed at classroom teachers, while product marketing needed to sit comfortably alongside corporate messaging.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rather than producing rigid rules, I created a flexible framework with reusable components, allowing teams to create new materials quickly whilst maintaining a recognisable Tes identity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This significantly reduced ambiguity and helped improve consistency across every customer touchpoint.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Collaboration<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As Head of Design, I led the development of the guidelines whilst collaborating closely with marketing, product, content, UX and leadership teams.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The work also involved supporting external creative agencies, ensuring everyone worked from the same principles and understood how the brand should evolve.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The guidelines became the central reference point for creative decision making across the organisation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The outcome<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The finished document in 2021 extended to more than <a href=\"https:\/\/nikhandson.co.uk\/index.php\/2021\/04\/08\/tes-brand-guidelines-2021\/\" target=\"_blank\" rel=\"noreferrer noopener\">80 pages<\/a> and became the foundation for creative production across Tes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It provided a scalable design system that supported:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>integrated marketing campaigns<\/li>\n\n\n\n<li>digital product launches<\/li>\n\n\n\n<li>sales enablement<\/li>\n\n\n\n<li>print communications<\/li>\n\n\n\n<li>presentations<\/li>\n\n\n\n<li>social media<\/li>\n\n\n\n<li>product marketing<\/li>\n\n\n\n<li>international communications<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Most importantly, it helped align the visual identity with Tes&#8217; strategic shift towards becoming a global software and services provider for education, giving teams the confidence to produce consistent, high-quality creative at scale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2023, and in response to continuing change within the business the original <a href=\"https:\/\/nikhandson.co.uk\/index.php\/2021\/04\/08\/tes-brand-guidelines-2021\/\" target=\"_blank\" rel=\"noreferrer noopener\">80 page<\/a> version was slimmed down to 47 pages. Some examples of the content are below, or hit the button to view the full document:<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-2023-01-Jan-v1.pdf\"><strong>View the full Tes Brand Guidelines 2023 here<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p11-1024x613.jpg\" alt=\"Tes Brand Guidelines Jan23 p11\" class=\"wp-image-585\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p11-1024x613.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p11-300x179.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p11-768x459.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p11.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p12-1024x613.jpg\" alt=\"Tes Brand Guidelines Jan23 p12\" class=\"wp-image-586\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p12-1024x613.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p12-300x179.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p12-768x459.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p12.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p14-1024x613.jpg\" alt=\"Tes Brand Guidelines Jan23 p14\" class=\"wp-image-587\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p14-1024x613.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p14-300x179.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p14-768x459.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p14.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p19-1024x613.jpg\" alt=\"Tes Brand Guidelines Jan23 p19\" class=\"wp-image-588\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p19-1024x613.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p19-300x179.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p19-768x459.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p19.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p25-1024x613.jpg\" alt=\"Tes Brand Guidelines Jan23 p25\" class=\"wp-image-589\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p25-1024x613.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p25-300x179.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p25-768x459.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p25.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p30-1024x613.jpg\" alt=\"Tes Brand Guidelines Jan23 p30\" class=\"wp-image-590\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p30-1024x613.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p30-300x179.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p30-768x459.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p30.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p35-1024x613.jpg\" alt=\"Tes Brand Guidelines Jan23 p35\" class=\"wp-image-591\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p35-1024x613.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p35-300x179.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p35-768x459.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p35.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p37-1024x613.jpg\" alt=\"Tes Brand Guidelines Jan23 p37\" class=\"wp-image-592\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p37-1024x613.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p37-300x179.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p37-768x459.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p37.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p38-1024x613.jpg\" alt=\"Tes Brand Guidelines Jan23 p38\" class=\"wp-image-593\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p38-1024x613.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p38-300x179.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p38-768x459.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p38.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p44-1024x613.jpg\" alt=\"Tes Brand Guidelines Jan23 p44\" class=\"wp-image-594\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p44-1024x613.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p44-300x179.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p44-768x459.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p44.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p45-1024x613.jpg\" alt=\"Tes Brand Guidelines Jan23 p45\" class=\"wp-image-595\" srcset=\"https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p45-1024x613.jpg 1024w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p45-300x179.jpg 300w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p45-768x459.jpg 768w, https:\/\/nikhandson.co.uk\/wp-content\/uploads\/2023\/05\/Tes-Brand-Guidelines-Jan23-p45.jpg 1170w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>My challenge was to create a single brand framework that would allow every team to communicate consistently whilst giving the business enough flexibility to market an increasingly diverse portfolio of SaaS products.<\/p>\n","protected":false},"author":1,"featured_media":583,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[111,81],"tags":[113,184,183],"class_list":["post-580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand","category-marketing","tag-brand","tag-guidelines","tag-tes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tes Brand System Development - NH:GD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nikhandson.co.uk\/index.php\/2023\/01\/23\/tes-brand-guidelines-2023\/\" \/>\n<meta property=\"og:locale\" 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