When engaging your audiences, your messaging, tone of voice and language are just as important as your visual brand identity.
Roger Harewood Training Solutions (RHTS) is a non-profit organisation that provides high-quality training for individuals who have an Educational & Health Care Plan (EHCP) and would like to enter employment in the construction industry. Offering the opportunity for students who have been left behind and excluded from the school system.
RHTS approached us to refresh their brand to better connect to their two target audiences - the young people who can benefit from the services, and the influencers who guide young people with their career decisions.
We set out to improve the company’s outreach by creating a new messaging platform and refreshing the brand to connect better with each audience type. The project started with an in-depth review of the existing RHTS marketing tool-kit, highlighting inconsistencies and identifying areas for improvement. We helped unpack the organisation's values and uniqueness and then worked to address the way the founder-run organisation was communicating. We adjusted the tone of voice to emphasise the values and developed a refreshed brand logo, website and additional marketing channels.
The web platform needed to engage with the potential students as well as local authorities and schools who play a key role in drawing attention to potential candidates. So it was key to develop a visual language that connected across audience types. This led to us developing a toolkit of visual elements - creating pictograms and updating the image library to clearly express the brand values and communicate what RHTS do. It was essential that the brand was bold and consistent across every application, to ensure the unique RHTS service stood apart from competitors.
This brand refresh for RHTS has now launched; with a new website, social media platform pages, leaflet design (for distribution by school guidance counsellors) and email newsletters.
We now look forward to continuing to support RHTS with keeping their marketing communications alive with regular stories to connect the audience across social media and website blog.
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