Nicky Dyer

From Learning source to Arlo

Project: Naming and brand repositioning

Touch points — New name, tone of voice, brand language, brand cheat sheet, posters, t-shirts and cheat sheets for the team in-house to launch the new brand approach and to make sure we got the whole team on board living the brand, signage, digital brand assets, input and art direction into website.

The challenge —
Learning Source was a start-up, and were moving into a growth phase. Their journey began by specialising in cloud-based software designed to integrate with their clients’ websites, accounting and other software, with the majority of their early clients in the education and training sectors. Now having experienced significant growth, event planning had become an important sector for them, indeed potentially larger than education and training.

A review was needed of their name and brand positioning to move forward and reflect their positioning. It was an opportune time to bring fresh new branding to the company as they had expanded their premises, with a fabulous new breakout room, so we were able to take advantage of this timing with a brand refresh being more cost effective than a rebrand can sometimes be.

Capturing the personal —
In a crowded market with many competitors creating cloud-based event planning software we needed to find a way for them to speak to customers, and to engage with their network of existing customers.

At the heart of their brand community are dedicated forward thinkers who are working to make event and training planning easier. The customers are reassured to be part of this partnership. Customer problems are solved, and the solutions are fed back into the software for everyone's benefit.

This thinking paved the way for us when working with Learning Source on a new name, and a brand that would be more dynamic positioning them as the ideal business partner and a community leader. We wanted to appear professional but not stuffy, approachable, friendly and willing to listen.

Our approach —
We needed to find some personality for the brand, and something that would help position their move from being about just planning for learning and learning based events to being well placed for a diverse future of event planning offerings.

We choose a human name as this enabled us to bring a third dimension to the brand, presenting the brand to customers living and using it every day as a personality, their right hand man, — your daily helper making life easier, not just software, not a faceless corporation. We crafted the start of a brand language that could be extended over time inside the product — Arlo suggests, etc