The Brief
Lifetime was a nationally recognised training provider but the brand had grown operational in appearance, seen as a delivery machine rather than a transformative partner, lacking visual credibility in key growth sectors including professional services and leadership development.
The Solution
Presented three strategic rebrand concepts to the board, with the approved solution introducing a refreshed design system grounded in visual clarity, digital maturity and emotional resonance. Full guidelines, asset libraries and templates followed, delivered across every touchpoint from website to video.
Analysed existing brand perception across clients, staff and partners, identifying a gap between how Lifetime saw itself and how it was experienced externally.
Developed and presented Evolve (a refined iteration), Transform (a bold repositioning) and Elevate (a premium professional reframe), each with a full visual rationale and board-ready deck.
The presentation achieved unanimous board approval first time, a rare outcome that reflected the clarity and confidence of the creative rationale.
Created comprehensive brand guidelines including icon sets, layout templates, refined typography, photography art direction and social templates built to scale across the entire organisation.
Delivered across website, print collateral, social channels, presentations, email campaigns and video, with every touchpoint aligned to the new positioning.
Recognition for design clarity, strategic thinking and creative leadership from the full board of directors.
Board of Directors, Lifetime Training