Separate identity within brand is springboard to growth

Aspire is a leading provider of people development and training solutions. It had identified a need to promote the people development side of the business and was looking for an agency that could create a strong identity for its Centre for Leadership and Management. The Centre provides bespoke and tailored programmes in all aspects of leadership and management development. This includes coaching, mentoring and team development.

The company wanted a highly professional design solution that could be applied to a new website and cross over to a range of printed promotional materials. Although a distinctive and individual look was required it was also imperative that the established Aspire logo be incorporated into the design. Quiet Storm was chosen as it was able to meet all the design and production requirements in the brief.

The aim was to communicate a clear, consistent message to promote the brand and services. Quiet Storm began by breaking the target audience down into three separate sectors - business solutions, public sector solutions and defence and public service. Strong photographic images of people, representative of the three sectors, were used across the display materials to give immediate impact. This was particularly effective for the defence and public service sector.

Exhibition pop-up stands and roller banners were designed and produced that represented each of the three sectors and also worked effectively when used side by side. The design was also used as the basis for new business cards and would be carried though to the website and a brochure.

Corporate presentation folders were required to hold leaflets and proposals. Rather than produce three variations, Aspire asked Quiet Storm for just two designs as this would be more cost effective for this application. This was achieved by pairing the business and the public sectors. By using elements of the photography, strap-lines and business objectives from each of the two designs, an effective message appropriate to both sectors was created for one folder

Jackie Rawling, Curriculum Team Leader for the Aspire Centre for Leadership and Management said: “We wanted to promote the people development side of our operation and in order to communicate that image we needed collateral to reflect that.

“Quiet Storm was asked to create a strong identity for use on a new website and promotional material. We wanted a clean, corporate look that retained our established logo. The team came up with the idea of grouping the business into three sectors and we have found this approach sits comfortably with us when we talk to clients. Feedback from our Client Account Managers has been very positive and we are pleased with the appearance of the materials and the image they convey. The professional look we sought has been created by Quiet Storm.”


For further information about the Aspire Centre for Leadership and Management see www.aspireleadership.co.uk.

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