A new offering from a historic conglomerate, Massy Learning Institute (MLI) is a cutting-edge learning hub that makes Massy Group’s 100 years of knowledge and expertise available to anyone—from any company.

The online learning hub provides self-paced classes, rooted in practice and productivity, that grow businesses, advance careers, and produce leaders. 

To ensure this educational hub has the greatest possible impact, Praktis was called in to design its verbal and visual identities. We worked closely with MLI to define a tone of voice and give linguistic form to its purpose and vision. Its value proposition, “Force of Nurture” gives a nod to Massy Group’s “Force for Good” and appreciates the wealth of intelligence offered by the institute while capturing its commitment to transforming individuals and businesses through care, inspiration, and opportunities. 

Once this was established, our team went on to visually tell the story of this democratisation of information and connectivity through the lens of MLI’s mission and vision. The core visual concept, The Hub, a cube shape in the brand’s colours, is the cornerstone of all visual expressions. It represents Massy Learning Institute itself. 

The Hub is then expressed in a variety of ways. It can be used as a window, giving a sneak peek of the educational process that takes place within the platform. At other times, taking inspiration from neural pathways and magnetism, The Hub is connected to smaller versions of itself, demonstrating MLI’s commitment to sharing information and creating a network for lifelong learning. Lastly, The Hub represented as a cube in hand speaks directly to MLI’s value proposition as a Force of Nurture.