1. Establish a brand that communicates the core attributes:
   creative, trustworthy, and playful.

2. Re-name the business to reflect the brand positioning and needs of the target audience.

3. Convey expertise in customer service and team collaboration transformation.

4. Differentiate the service offering (amongst a competitor market full of traditional corporate training programmes).

5. Change perceptions of Nina's business as a partial solution provider to full-service:
   Taking client businesses on the full journey from Needs Analysis through to Communications Coaching.

New Business Name:

As part of my market research into the client experience and market needs, it became apparent that the business name needed to change. I began working on generating ideas for a new name to replace the old name, Creative LXD.

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

1. Similar to the old name, therefore not a big shift for the existing client base.

2. Lab - to represent the alchemy and magic that happens through working with Nina Taylor.

3. Learning - ‘learning’ is a keyword; clients embark on a journey of learning and embracing new approaches to communication. It is the opposite of a passive experience.

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

Understanding the Audience :

By listening to, and understanding, the audience’s characteristics and challenges, the brand messaging could speak directly to their needs.

The core audience

Business owners and managers who:
- are seeking profitable and sustainable growth
- are committed to their staff and their customers
- value trustworthy business partners.

Creative Lab Learning is now positioned 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.

Highlighting Creative Lab Learning’s:

1. Unique and engaging approach to customer service training.

2. Increased ROI for client businesses due to superior team communication skills.

3. Competitive advantage via a new customer-centric mindset.

Visual Identity

The chosen logo concept captures the innovation, fun and approachability of both Nina Taylor’s personal brand characteristics and the Creative Lab Learning brand.

This is supported by the brand’s colour palette; the vibrant green symbolises growth and dynamism - characteristics that we identified through our audience research for Creative Lab Learning.

Brand Voice

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 and simplify the Creative Lab Learning brand’s communications:
- Social media graphics and templates
- Social media banners
- Business card and stationery
- Email signatures
- Presentation deck templates
- Full Brand Guidelines and Style Sheets

Since the launch, Creative Lab Learning has seen a surge in engagement - crediting the positive response to the new brand identity and the new confidence it has generated.

"I am thrilled to have a professional yet fun brand that reflects me completely. The designs are fresh and vibrant yet make me feel more business-like".

Nina Taylor