DEVELOPING A BRAND STRATEGY TO CREATE AN IDENTITY THAT TRULY REFLECTED THE BUSINESS PROPOSITION
OnTrack are a leading, international people development consultancy, providing learning and development solutions to some of the most successful organisations across a range of industries.
Their blended learning offering helps customers overcome unique business challenges from performance management to leadership and talent pipelines.
OnTrack approached us in 2018 with a brief to redesign their identity and redevelop their website in line with an up-to-date proposition.
As a boutique company offering unique but leading solutions, their identity no longer reflected a proposition that had developed over time.
Considering this, our main goal was to support OnTrack through the process of transforming their identity without compromising their reputation and retaining their values.
By updating their messaging, visual identity and overall website design they hoped to increase brand awareness and have the tools to create engaging content in house moving forward. It was therefore our role to help them transform their identity and create the foundations of a campaign to ensure that they were no longer “the world’s best-kept secret”.
To truly transform their branding, we needed to create a brand strategy that encompassed everything ‘they wanted to be’ with the core of the existing identity.
The first step of this process was to produce and distribute a multi-stage survey to the company auditing internal brand perceptions and gaining insights into the companies they admire.
This gave us a good grounding of how OnTrack really felt about their current messaging and visual identity as well as what they hope to achieve with the new branding.
Several key stakeholder workshops followed to build on the knowledge we had gained from the survey. These provided us with more information about the company’s requirements as well as the areas they felt needed improvement.
From here, we were able to create a clear brand strategy focused on being a highly successful premium brand that delivered exceptional results and long-term partnerships.
By having a clear brand strategy, we had a strong compass to guide the creation of new spoken and visual identities through concept creation and development to sign off.
The new identity allowed us to design and launch a brand-new website which showcased the proposition and ethos.
We were also able to ensure stakeholders could produce content by producing in-depth brand guidelines. This covered messaging and design; from the tone of voice and personality to colour palettes and typography.