Traditionally known as a Further Education College based in North West Wales, Coleg Menai required the development of a clear brand and identity for the launch of its new business service, servicing the North Wales region.
Commissioned in early 2011 the FBA team were tasked with creating a distinctive brand and wider marketing campaign for the college in order to engage and entice local employers to use the new service as well as assisting in highlighting the core services of employee courses and the business consultancy now being provided.
The new brand and identity was tasked to segment away those core business services from the main under-16 stream education also important to the college.
Under the new service the college aimed to provide a one-stop-shop for businesses with specific emphasis on short courses, apprenticeship programmes and their two product development centres – Food Technology Centre and the Innovation Centre (CAM).
Result
Over recent months the new logo and brand has proven to be flexible in its application being used in a consistent way by all members of the new faculty.
A planned advertising campaign along with the launch of a dedicated online course booking service has allowed for increased bookings all the way through to increased community recognition.
Positive PR attention has also been secured with journalists beginning to recognise the branding.
Most importantly of all there is genuine buy-in by trainers of the new faculty, sub-brand, as an open process of engagement was key in ensuring that the new Linc Menai brand was seen as adding to the Coleg Menai family of services and not competing against it.
Solution
Launched in March 2011 was the new Coleg Menai business service – Linc Menai.
Offering a clear, professional and engaging logo and name the new brand allowed a number of new and existing Coleg Menai services to be packaged together under the one brand.
The new brand was designed to be and work as a sub-brand of the college’s identity. Following a thorough period of drafting initial logos and names, FBA carried out focus groups and a consultation exercise in order to ensure that buy-in was received by those employees being brought under the new brand.
The logo and identity were created by the FBA team in such a way as to ensure that the brands application across numerous communication collateral, from leaflets to a new website, allowed the Coleg Menai team to apply easily from the Principal all the way down to local trainers.
