Due to business growth, IPF needed more senior managers to help lead the business. And wanted to recruit them from within the business rather than externally.
The programme was for a select 50, and they wanted them to feel special without creating an elitist group.
I created an identity that was a natural extension to the main brand, and a campaign that demonstrated the benefits of the training programme.
THE RIPPLE EFFECT
The training programme was designed to create leaders of leaders - senior managers who would inspire and influence all those around them. So when creating the idently I took inspiration from their existing brand, which uses a pebble shape as it's main graphical device. The effect they wanted these 'leaders of leaders' to have on the business was a lot like the impact a pebble has when it is dropped into a pool, sending ripples through the water.