We began the rebranding process with a series of brand workshops where we discussed the brand essence (the how, the what and the why). We also reviewed the previous name, Ibec Management Training, which did not reflect their full offering. So with the Ibec team, we developed a new name, Ibec Academy. 

The branding reflects the process of growth, transformation and change, which is shown in the form of visual journeys. These journeys take the form of both human and technical patterns and can be used across multiple contexts across the branding. 

For the tone of voice, we highlighted their expertise, e.g. ‘We Know Business’. Included in the brand guide was a series of visual treatments for type, colour, photography, layout and sample applications. 

We also created marketing materials for the Academy in print, digital, motion and social media.