Improved credibility with a refreshed brand
PETA Training and Consultancy is a leading provider of corporate training courses and apprenticeships, with more than 50 years' experience in lifelong learning and career progression. PETA was built by local businesses for local businesses, and today it's run by an elected council made up of over 300 companies. Alongside its training courses, PETA also offers consultancy and advisory services, helping employers navigate compliance and plan future training. The organisation works across a broad range of audiences, from business decision makers to students and apprentices.
PETA serves a genuinely wide range of audiences, spanning different ages, demographics and stages of career, and the branding needed to work for all of them. The rebrand also had to land alongside PETA's 50th anniversary, which meant it needed to feel new while still being recognisable to existing clients who'd known the organisation for decades. There was a balance to strike too, between refreshing the brand meaningfully and managing the risk of a full recreation of marketing and sales collateral for such an established organisation. On top of that, the rollout itself was substantial, covering a 130-page course directory, the company website, building signage, merchandise and every piece of printed collateral PETA uses.
Brand strategy and design
We began with a half-day branding workshop with PETA's senior management team, designed to clarify the company's personality, mission and values, and to help the team visualise what the brand should look and feel like. During the workshop, we discussed PETA's various audiences and their personas, the organisation's mission statement, its unique selling points and how the brand needed to flex across different audiences. We also talked through the everyday running of the business and which brand archetype PETA fell into.
Following the workshop, we carried out further research and developed concepts for a new logo and visual style guide, refining these with PETA's senior management team through an ongoing, collaborative process. Three main audiences were identified: business decision makers, students and apprentices. The new family logo mark nods to PETA's 50 years of heritage, while the existing "Get The App" logo was retained to keep resonating with younger apprentices. The wider visual identity, covering colour, typography, shape, photography and tone of voice, was designed to flex across all three audiences and to work equally well on professionally printed sales and marketing collateral and on internally printed course materials.
Brand rollout
Once the identity was finalised, we rolled it out across every channel PETA uses, from their website and building signage to merchandise and printed collateral, including the full 130-page course directory. Consistency across such a wide range of formats and audiences was central to the brief, and the rollout was designed to hold up whether PETA's brand was being seen on a shopfront, a course brochure or a webpage.
The new logo uses arrow marks drawn from PETA's original branding, symbolising growth, improvement and moving forward, a deliberate nod to the personal development at the heart of PETA's work. The finished visual identity gives PETA a clear, controlled way of communicating across a wide range of businesses and audiences.
The rebrand was rolled out successfully across the South Coast, spanning building signage, the website and printed collateral, and delivered on budget. PETA reported improved credibility and stronger relationships with both existing and new partners, along with positive feedback from the PETA team, their board and their clients. Perhaps most importantly for an organisation with such varied audiences and materials, the new brand achieved genuine consistency across every medium it appears in.
PETA's rebrand needed to do two things that don't always sit comfortably together, feel genuinely new and stay recognisable to people who'd known the organisation for fifty years. Grounding the new identity in a workshop with PETA's own team, rather than working from assumptions, is what made that balance possible, and it's why the result reads as an evolution of PETA rather than a replacement. The growth that followed wasn't measured in traffic or revenue, but in something just as valuable for a training provider built on relationships: stronger credibility with existing partners and a brand confident enough to open doors with new ones.The brand guidelines and library we built are a proper asset on the books, something the team can keep working from as they grow, rather than a one-off design exercise that starts ageing the moment it launches.
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