Case Study for Think Learn Succeed branding and marketing campaign

The client
Eleanor Shakiba is a training consultant. Her business specialises in business and life coaching, training and teambuilding. She is an expert in NLP, Change Management and Conflict Resolution. She was trading under the business name Metamorphosis Consulting.

What was their marketing challenge?
Eleanor was facing a dilemma. The branding for her business Metamorphosis Consulting was in disarray due to a number of factors:

• The brand image was disjointed due to a number of failed attempts to re-brand.
• Some clients were struggling with her business name as they couldn’t spell it and in some cases, they couldn’t even pronounce it properly.
• Her website was in a never-ending state of development due to the tardiness of the web builder.
• All her marketing material was out of date and not suitable for her target market.
• Her branding did not represent her personality or approach to business.

Eleanor recognised the only way to fix these problems was to start from scratch with a new business name and identity. She briefed Nouveau Design on:

• Coming up with a range of new business names.
• Creating a brand image that was different to her competitors, complimented the new business name and matched her personality. 
• Designing new stationery items and covers for her training manuals. 
• Designing a new website structure and layout.
• Creating and producing a multi page, sales brochure.

What was Nouveau Design’s approach?
The first task was coming up with a range of suitable business names that not only represented Eleanor’s business, but were available both through ASIC and through a domain registry. This process proved quite difficult and disheartening, as many of the domain names had already been taken. In an attempt to come at the problem from a different angle, we asked Eleanor to take us through her process. From this we learnt that she gets her clients to:

• Think about their actions and approach to communication.
• Learn new ways of communicating and working with others. 
• Succeed in life and business with these new skills.

From this simple analysis, the name Think Learn Succeed was born.

Next came the brand image. With a business name like Think Learn Succeed, the brand image needed to be vibrant, bold and distinctive. It also needed to include some of Eleanor’s favourite colours: red, purple, yellow and green. We supplied a number of options and once the design was approved, we provided a few more colour combinations before Eleanor chose the final version.

We then proceeded to design and print all her stationery material, which included:

• Business cards
• Letterheads
• With Comp slips
• Workbook covers.

For her website and other marketing material, we needed images to explain Eleanor’s training technique. So, we set up a photographic shoot with a mocked-up training session to illustrate the different types of training activity.

We designed and produced templates for her website next. This included the design of the navigation structure, retouching and preparing the new images for web and assisting with the editing of existing copy for improved web usability. The final files were given to a third party to build the site.

For Think Learn Succeed’s ongoing marketing activity, we designed a series of email newsletter templates, an advert for a trade journal and finally we designed and produced a 24 page A5 booklet outlining all the various courses run by Eleanor and her team.

What was the outcome?
Eleanor was tremendously happy with her new brand and marketing material. Her new look not only reflected her personality; it also made a huge impact with prospective clients. With consistent branding across all her material, it showed her company to be professional, innovative and friendly.

The A5 booklets were particularly effective and generated many new business opportunities when used as part of a direct mail campaign.

Overall, the branding project was a great success and gave Think Learn Succeed a business identity that is targeted and strategic for ongoing business development.

What did the client say about it?
Susan and Neil are a great team – responsive, client focussed and creative with their ideas in bringing solutions to the table at short notice. Their design work is compelling and edgy, sending clear messages that continue to bring increased business to both my clients and myself. Thank you Nouveau Design.

For more information on how Nouveau Design Australia can develop marketing strategies to help grow your brand, please contact us today.