Diverse audiences, one brand
City & Guilds is a world leading vocational education organisation. They had recently re-branded, putting the Learner at the heart of their business. However they did not have a well-defined brand architecture or consistent approach to the implementation of their brand which lead to confusion among employees and customers alike. The brand development at that time had also focused solely on the Learner and there was a lack of clarity about how the brand was expressed for Employers, Centres and Stakeholders.
Strategy workshop
Brand architecture
Brand guidelines
Advertising
Banners
Brochures
Recommended Websites
The solution
We worked with key stakeholders to define the brand architecture, aligning City & Guilds as one branded family, giving clarity to the organisation framework and structure to the integration of new offers. Following creative workshops we developed the brand expression bringing it breadth, definition and relevance for all audiences. This came together in a comprehensive and easily navigable guidelines document. This practical guide for internal and external use, defined all the brand elements and demonstrated how they come together in consistent application of the brand.
The result
With a new brand architecture and series of monolithically branded course programmes, products and services it means that City & Guilds have added value to their brand and taken ownership of their offering. With guidelines now in place City & Guilds can clearly define their brand expression and have enabled themselves to communicate appropriately to a diverse range of audiences.
