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Stepping up for women in leadership

by Owen
by Owen
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To mark International Women's Day, we unveiled the first stage of our rebrand for training and development experts Instep, in support of their women in leadership campaign.

Instep approached us to create a bold and fresh new brand identity that could better reflect their position in the apprenticeship and commercial learning space, as well as fuel their ambitious growth plans. The company had made big strides in the industry and the brand had failed to keep pace, beginning to feel tired, dated and not equipping their sales teams with the level of assets they needed. The new brand identity would need to reinvigorate the company website, social channels and sales materials, with the leadership keen to motivate their teams with a striking new look that really made a statement to the industry.

We began with a creative workshop with the senior leadership team. This gave us an opportunity to distil the current brand position and create alignment around the goals for the refreshed identity. Our aim was to get under the skin of the business and delve in to the needs of the target audience, whilst building a picture of the values and tone that underpin the brand.

We also carried out some interviews with Instep clients to get to the heart of what made their relationships successful and gauged their opinion on some potential new brand direction. This gave us some excellent insights from the customer perspective and helped us to build a brand language around the drivers and challenges of the target audience.

With a comprehensive discovery phase in our pockets, we set about creating a vibrant new look that positioned the brand as an innovator and driver of positive change. The first stage of deploying the new brand would be in support of Instep’s empowering and inspiring female leadership programmes.

The new brand was created to be unapologetically bold and eye-catching, ushering in an exciting new era for the business and lighting a fire under their sales activity. Impactful font and colour choices were combined with versatile graphical assets that brought some choice and flexibility to the application of the brand. This was rolled out across social channels and a landing page, in support of their Women in Leadership campaign, which served as a chance for some interim brand activation ahead of the new website. The objective was to make Instep and their proposition impossible to ignore, with an assertive look, feel and tone that would inspire corporate clients and individual learners alike.

An important objective for any new brand is to empower the teams using it and key deliverables for this first stage were comprehensive brand guidelines and templates for sales decks, equipping the Instep marketing and sales teams with the assets to deliver and apply the brand consistently and effectively.

If you’d like to learn more about Instep’s Women in Leadership programmes then click here, or you can head over to their main website, which we’ll be unveiling a brand new look for in the coming weeks.

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  • Author Owen
  • Position Managing Director
  • ID #0004H