Brand refresh re-energises global training company

Helping a global success story to flourish

OTD is a Birmingham-based, global coaching and training company that inspires people to flourish in their life and workplace.

The company operates in fast-paced and demanding sectors, where its success is in part based on an ability to adapt and evolve its service offering to meet changing customer needs.

One of its main challenges is in ensuring that marketing output keeps up with the pace of innovation, which is why OTD identified a new website as a key business priority. And, having already built a successful and trusted PR relationship with Barques, the company came to us to discuss what its website could look like.

Following positive initial discussions, it became clear that the brief was potentially much broader than a website - it encompassed OTD’s brand and the values that lay at its very core.

Getting under the skin of the OTD brand

We facilitated a collaborative discovery session with OTD’s senior leadership team to explore the company’s objectives in more depth. The session was fully embraced by the team. We emerged with a clear brief, business objectives, brand aspirations and a direction that would not only drive a new website, but a brand refresh and a reinvigorated proposition.

We then began with the creation of a set of personas.

Featuring like-minded people from across the globe, they were used as a device to personify the brand: what it represents, what it offers and how it wants to present itself to customers.

It was a crucial stage in re-inventing the OTD brand, capturing its youthfulness and vibrancy, and the transformative coaching and training journeys it takes people on.

An impactful brand identity

We were also able to expand on the company’s commitment to local partnerships, weaving its pride for Birmingham and its passion for local good causes into the brand narrative.

All of these ingredients informed a colourful, dynamic, and energetic brand design that more accurately reflects OTD’s global team.

It features a line which traverses the ups and downs that all of us experience during the stages of realisation and growth. It’s a highly effective visual device which meanders throughout the new website and marketing collateral, and showcases what makes OTD so special.

We supported OTD in launching the brand refresh and new website at its inaugural global coach summit - it received a standing ovation.

Creative agency Birmingham

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