CommonWealth Learning｜Brand Identity Redesign

Background

For over four decades, CommonWealth Magazine has served as a bridge between Taiwan and the world with forward-looking perspectives on economics, shaping entire generations. Building on this legacy, CommonWealth Learning emerged as an independent business group at a pivotal moment of integration. In the face of fierce competition and transformation in the digital learning market, the challenge lies not only in differentiation, but also in connecting mid-to-senior professionals with top-tier lecturers to foster a two-way knowledge ecosystem. Through a new brand identity and refreshed communication framework, we established the starting point of Common Wealth Learning’s story — opening up a future of dialogue and influence.

Strategy

At the core of the brand lies the idea of being “the closest distance to excellence.” We transformed the challenge of two-way communication into the brand’s unique strength. By framing the brand personality through the dual dimensions of gravitas and substance, we built a visual concept of “meeting excellence,” addressing the reciprocal needs of learners and lecturers. The strategy employed a visual language that balances depth and dynamism, shaping a distinctive learning experience where every exchange becomes a catalyst for change.

Solution

We placed the “learning journey” at the heart of the design, articulating its five stages—step-forward, search-beyond, spark-up, down-to-earth, and true-north — as key identity elements, creating a flexible system that extends across visual identity and communication tools. This system functions not just as visual symbols, but as a representation of every individual who comes to CommonWealth Learning, empowered to “sustain their aspirations and shape their future.” The design ensures consistency and recognition across online and offline touchpoints, enabling the brand to engage learners and lecturers with a unified voice while creating a scalable framework for future growth.