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City & Guilds – Defining the role of the group's brand

City & Guilds is a global leader in vocational learning and education helping over 2 million learners each year.

Founded in 1878, the business has evolved from being a traditional awarding body to a diversified provider of learning and education solutions. In the absence of a clearly defined group brand, the business has operated via four independent business units and three brands, which has created a fragmented group brand narrative amongst key stakeholders. City & Guilds engaged BrandCap to define the role of its group brand in order to allow the business to achieve greater impact in the world of vocational learning and education.

"BrandCap have been excellent at working with our senior stakeholder group. Their approach ensured that we ended up in the right place with the City & Guilds brand and that our business leaders reached consensus despite having very diverse opinions at the start of the programme. This has enabled us to start moving the organisation forward with much greater speed than we ever thought possible."

Russell Pocock, Director of International Product & Marketing, City & Guilds

What we delivered:

  • Brand architecture
  • Brand strategy
  • Visual identity