Creative Lab Learning

Creating Learning Alchemy to Transform Team Communication Skills

Introduction:

Nina Taylor is a Learning and Performance Consultant. She sought to redefine her business brand to:

Reflect her innovative approach to building professional communication skills.
Position towards the communication skill gaps in the fintech, banking, and local businesses.
Align with the value proposition: full-service solutions for Learning:
Needs Analysis through to Communications Coaching (following the primary engagement).
Capture the positive long-term impact on client businesses.

Challenges:

Establish a brand that communicates the core attributes: creative, trustworthy, and playful.
Rename the business to reflect the brand positioning and needs of the target audience.
Convey expertise in transforming customer service and team collaboration.
Differentiate the service offering in a market of traditional corporate training programmes.

Strategy:

New Business Name:

As part of the market research into the clients’ experiences and market needs, I began working on generating ideas for a new name to replace Creative LXD.

The meaning of the ‘LXD’ element of the old name was not clear to potential clients. After considering a long list of potential new name options, the final choice was Creative Lab Learning.
This name was chosen for the following reasons:

Similar to the old name, therefore not a big shift for the existing client base.
Lab - to represent the alchemy and magic that happens through working with Nina Taylor.
Learning - ‘learning’ is a keyword; clients embark on a journey which involves learning and embracing new approaches to communication. It is the opposite of a passive experience.

Brand Essence and Vision

The new brand personality is aligned with the reputation for a much-loved creative and honest approach to business, (ensuring Nina Taylor’s values are baked into the brand.)

Audience Understanding

By listening to and understanding the audience, their characteristics and challenges, we knew the brand needed to speak directly to their specific needs. Business owners and managers who are seeking profitable and sustainable growth, who are committed to their staff and their customers, and who value having trustworthy business partners.

Problem-Solution Framework

We positioned Creative Lab Learning as the full-service solution to the industry challenges identified in the market research: poor team communication skills, high staff turnover, dissatisfied customers and high levels of complaints. We highlighted Creative Lab Learning’s:

Unique and engaging approach to customer service training.
Increased ROI due to improved team communication skills,
Skills at building a competitive advantage via a new customer-centric mindset.

Visual Identity

The chosen logo concept reflects the innovation, fun and approachability of Nina Taylor and the Creative Lab Learning brand.
This is supported by the brand’s colour palette; the vibrant green symbolises growth and dynamism - core benefits of working with Creative Lab Learning.

Brand Voice

We developed a brand voice that is insightful, supportive, and personable, ensuring it speaks to the aspirations and challenges of the target audience.

Marketing Materials

New marketing materials and promotional graphics were created to support the brand’s communication.

Results

Since the launch, Creative Lab Learning has seen an increase in engagement - crediting the new brand identity and the positive response it has generated.