Working in partnership with CHC – Marketing for Business & Education and Fallen Leaf Web Design, The Engine Room was appointed to deliver a brand strategy that would enable the clarity required for rapid growth. This project was delivered as part of a wider group repositioning strategy.
Apprenticeships are widely perceived as a young person's qualification - this is not true. We changed the conversation from apprenticeships and diplomas to career builders and skills builders. Reframing the training offer as building blocks - interchangeable qualifications, diplomas and courses, that combine to build tailored careers.
A simple group structure clarifies ownership of the three businesses. Using the name Impact Futures Group, it is positioned as a collection of niche training providers.
The existing Impact Futures business needed to better articulate its focus as a training provider to the adult social care sector. This required a complete rethink in proposition.
We reframed the proposition, ‘building better careers in care’, using career builders and skills builders to tailor learning. A new name and identity, tend®, speaks to the target audience, positioning the business to support the care sector by delivering 'careers with heart, skills with purpose'.
A new differentiator, T-shaped professionals articulates the tend proposition. Creating lifetime learners through specialist knowledge for specialised roles.
Working closely with the in-house creative team, and in partnership with CHC – Marketing for Business & Education we created a brand guide, explainer videos and the design of fit-for-purpose brand asset templates that support implementation of the new identity and tone of voice. We activated the proposition online in partnership with Fallen Leaf Web Design.
