Founded in 2008 as Project Management Ltd, PM Training became part of the Staffordshire-based Aspire Housing in 2016 to provide skills development and work opportunities for young adults. In an area affected by industrial and economic change this is a core part of Aspire’s broader community role.
The company wanted a new name and brand to reflect its identity as a social enterprise promoting social mobility through apprenticeships and training, with the potential to support geographical expansion and a wider variety of services. It was important for the new identity to be something direct, fresh and modern to resonate with younger audiences. Aspire also needed something that would fit seamlessly into the group brand.
We applied our six-stage branding process to engage with the company’s staff, board, stakeholders and young learners themselves. From this, we created a brand strategy, architecture and positioning, plus a choice of suitable names. ‘Achieve Training’ emerged from this, with a confident and friendly visual identity designed to appeal to both learners and local business partners.
We developed a comprehensive brand toolkit with ready-to-use materials for the client’s in-house design team to deploy across a new website, corporate publications, social media, signage and stationery. We also developed guidelines for photography of young people.
The new name and brand has revitalised Achieve Training and helped it to build new strategic partnerships with local employers and education providers. The company has also extended its range of apprenticeships and training to cover business management, media, digital, manufacturing, construction, engineering and utilities. It is now Staffordshire’s largest independent training provider, securing the futures of hundreds of young people every year.