Brand identity implementation and guidance

January 2016

The National Apprenticeship Service (NAS) is the B2B organisational brand that supports and co-ordinates the delivery of Apprenticeships throughout England. They are positioned as the ‘go to’ for employers and the authority on Apprenticeships.

The recent integration of WorldSkills UK and the National Training Awards into NAS had brought with it a mix of challenges and opportunities around the way that they communicate, however, it was clear the brand was also shackled by a confusing mix of identities and required a full brand review, which in turn meant an update to all their internal and external communication materials. 

NAS Brand Book
NAS Posters

Following an intensive strategy phase carried out by Purpose, a simple yet distincitve two colour visual identity was developed. This enabled NAS to create cost effective communications, whilst allowing for flexibility in application.

Using the new branding, we created a number of marketing materials including posters, a brand book and identity toolkits. Guidelines were also created to enable internal teams and partner agencies to implement the refreshed brand and deliver a range of communications effectively.

We have worked with Purpose for a number of years and they are very familiar with the skills landscape. They bring a wealth of knowledge, creativity and skill to projects, and have proven their capability on countless occasions. Always eager to understand the needs of your business and its audiences, projects are extremely well managed, 
with deadlines and expectations met, 
if not exceeded.
Nikki Shuttleworth – Head of Apprenticeships Marketing & Communications, NAS