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Case Study –
Brand Development
Background
Knight & Associates was part of a team that
created a web-based clearing house for individuals
seeking job training, those offering it and
employers who sought it on behalf of their employees.
The Challenge
Once the project was completed, it became clear
that the concept was not only portable, but
one that could be applied across a spectrum
of uses – a single place or online community
that would serve as a central repository for
expertise and those who needed it, and one that
would allow a user continued access to ongoing
learning. But to market it effectively, a distinctive
brand was required to clearly communicate its
essence.
Strategy
With multiple users, each seeking a different
set of outcomes, it was essential that the brand
quickly communicate the important elements it
represented. It had to instantaneously telegraph
its purpose as a central meeting place for those
seeking/offering training and underline its
ability to provide continuing education.
The result was SKILL BUILDER… the online
training connection.
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