The first step of the project was to gain a deep understanding of the business, its audiences, marketplace, goals and culture. We ran a brand workshop with a diverse group of employees help establish a wide view of the business. This helps everyone get on the same page about what we're trying to achieve with a new brand.
Light, openings & directions
After analysing the brand values and workshop outcomes we started establishing a creative direction. During our research we found inspiration from artist James Turrell, the man behind Drakes polarising music video for 'Hotline Bling'. We liked how his imagery visualised the concept of openings, direction and a pathway which tied in with what the new brand needed to communicate.
The Skills Centre wanted to be seen as an "open door"—a place where everyone is welcome. We explored how this could be represented and created an 'opening' mechanism that can be represented in many different ways, which we captured in a design system using shape and movement.
The logo is based on values that reflect The Skills Centre best—starting a journey, being open, shining light on opportunity and a positive direction. This is matched with a bright and bold colour palette that references construction site apparel.
To help introduce personality and to balance the bold colour palette, we chose a typeface that is approachable and has an element of quirkiness. This also helps the brand appeal to a wider audience which is key to attracting a diverse workforce.
We developed an accompanying strap line to support the logo "Start your journey to opportunity" which highlights that The Skill Centre is the first step on a long career path in the construction industry.
The Skills Centre will be setting up centres for new construction developments around the UK, so the identity needed to be flexible to work with partners, local authorities and in cross-branded initiatives.
The new identity is designed to work across multiple sectors without losing the core brand values.
Young people looking for work is a key audience for The Skills Centre. So we began to explore how we could communicate the brands key messages through Instagram. The sharp, punchy and bold colours help breakthrough a timeline of content and capture a users attention.
It's important that a brand retains the design language throughout various applications. The new angled logo provides flexibility in both the physical and digital world.
We love working with bold, ambitious clients with big ideas. It's even better when those businesses make a meaningful impact on peoples lives. We're delighted to deliver The Skill Centre a brand that provides the platform to expand and develop.