Why We Chose To Refresh Our Brand! LDN Group to LDN Apprenticeships

Why We Chose To Refresh Our Brand! LDN Group to LDN Apprenticeships

 

In case you haven’t heard, on 24 September, LDN Group will become LDN Apprenticeships! This is a big and exciting step for us and I thought it would be useful to share some of our thinking about why we’ve chosen to make this change. 

 

When I joined the company, one of the first things we set out to do was to understand how our brand looked to the outside world. Quite frankly, it was a bit of a mess. We had our main brand – LDN Group – and three sub-brands (Future LDN, Tech City Stars and Enterprise LDN).

 

In many cases, this meant that we had three or even four different social accounts with different followings, messages, content and relevance. We also had four websites targeting different customer segments – a maintenance nightmare!

 

It meant that we were unable to guide people to one place to find out everything they needed to know about what we do. It also felt like we had to explain what each of our sub-brands was there for and what we did as a company more generally. 

 

It wasn’t all bad though. We love the fact that the “LDN” in our name reflects our tireless commitment to making a difference to the lives of young Londoners and we didn’t want to lose this focus. 

 

So, after much deliberation and discussion with people in the business, customers and students, we settled on a very simple change to the company name. Becoming ‘LDN Apprenticeships’ makes what we do very clear to anyone who chooses to engage with us.

 

It does what it says on the tin. And by changing the name of our Tech City Stars programme to Tech LDN, we’ve not only done away with a somewhat dated term, we’ve also brought consistency to our sub-brands. 

 

Having settled on the name, it was on to the fun stuff – our new look and feel was a difficult process to get our heads around. We wanted to look young and fun enough to appeal to the awesome young people who are looking for apprenticeships with us, but at the same time, we needed to present a professional, almost corporate, image to our clients – the companies who take on apprentices. After several iterations, we settled on this logo: 

 

 

The arrow incorporated into the ‘LDN’ is moving forwards and upwards. This movement is a representation of the direction of travel of each of the apprentices we support. Similarly, it represents forward-thinking businesses who are committed to investing in the future and moving their business forward by embracing apprenticeships.  

 

Our apprentices help businesses to grow and become more diverse, inclusive and successful. And the apprentices themselves kickstart a career they’ll love. For us, the arrow represents all of the positive forward motion our work creates. 

 

The rebrand, in turn, has also given us an opportunity to build a completely new website. When it launches, the new site will be the best place to find out everything you need to know about LDN Apprenticeships, whether you’re a candidate or a business looking to hire an apprentice.  

 

So How Did We Go About It? 

 

Where did we start!? 

 

Once we realised we wanted to go ahead with the rebrand, we went to a Brand Workshop hosted by Michael Murdoch of The House at the British Library.  

 

We liked the workshop so much that we decided to get Michael and his team at The House to work with us on our rebrand! 

 

The first thing Michael asked us to do was complete a ‘Brand Health Check’ and ‘Creative Brief’. This got all of us on the same wavelength and helped Michael to learn more about what we do. In turn, this meant he was able to align his thinking with where we were heading as a brand.  

 

After a number of meetings and Skype sessions, we eventually got to a point where Michael and his team supplied us with three brand new logos.  

 

Each of these logos represented LDN Apprenticeships well but we liked the idea of the arrow in one of the designs, so we then went through another round of designs that incorporated the arrow.  

 

You can see below the gradual progression from the first design to our final design!   

As you can see, the biggest aspect that changed from the first round is the font used. We wanted to use a font that was slightly more professional, but also kept the upward curve of the arrow within the ‘LDN’. 

 

We had also realised a colour pallet we wanted to use as well. We were set on our main and primary colour being a strong blue and paired that with a much softer blue. 

 

Once we had our main colours, it was a matter of choosing what colours would complement them for our Future LDN, Tech LDN and Enterprise LDN sub brands. 

 

Again, we wanted these to be strong, distinctive colours as well as fitting in well with the blue colours we had already picked. 

 

Below you can see our final choices! 

It’s been really great to hear so many compliments from our clients, apprentices and partners about the new brand. 

 

This is a huge moment for LDN Apprenticeships and we’re very excited to start the next big chapter in our story.

 

We hope you like our new brand, and we’re looking forward to sharing it with our clients and apprentices as we continue to help AWESOME businesses find and develop AWESOME young employees.  

Ayodele Fashola @ Wazoku

Ayodele Fashola @ Wazoku

It’s a really important time for us here at LDN Apprenticeships. We’ve been delivering our Tech LDN (Formerly Tech City Stars) apprenticeship programme for almost five years, and our 150th  apprentice recently completed their Tech LDN apprenticeship.

The fact is that so many apprentices completed at a similar time that we thought it only fair to celebrate all of them together! 

One of the awesome apprentices we’re celebrating is Ayo Fashola who is a QA Tester at Wazoku, a software company based in central London.

Ayo recently completed her Web & Software Development apprenticeship with Tech LDN (formerly Tech City Stars), so we popped into the Wazoku offices, a stone’s throw away from London Bridge, to catch up with Ayo and her team to talk about her time at Wazoku and being an apprentice.

We started at the beginning as Ayo talked about her decision to take up an apprenticeship and the choices she had beforehand.

“When I started looking for an apprenticeship I knew I had no experience in IT whatsoever. I didn’t want to go to university and have no clue what I’m doing, so I chose an apprenticeship because it gave me the opportunity to learn and earn at the same time.

I had considered university, but I thought it might be a bit overwhelming to me and I’m a practical learner, so if I gave myself the opportunity to be in an environment where I had no choice but to learn, I would learn more.”

Having made the decision to do an apprenticeship, it was now all about getting hired!

Miguel Palomino is the Product Manager and Rosemarie Diegnan is the Chief Strategy and Product Officer at Wazoku; both of whom work directly with Ayo within her role at the company. 

Rosemarie has hired a few apprentices from LDN Apprenticeships and Ayo was someone who stood out straight away when she was interviewed.

“She just seemed really excited about being part of the QA team and seemed to be something she really wanted to do. So I liked her enthusiasm and her experience, so we hired her!

The best thing about hiring an apprentice is they’re enthusiastic because they’re at the start of their careers. They want to learn and they want to jump in. They want to have new opportunities and we are a small business and more than happy to have smart and ambitious individuals come in a get started.”

Miguel is Ayo’s line manager and works with her on a daily basis and mentioned how hiring apprentices is helping with the growth of Wazoku.

“We have the experiences of other apprentices before Ayo and we have had very successful experiences with other apprentices from LDN Apprentices.  

The company is growing, so we continued searching for QA’s through Tech LDN. They are always happy to learn and we are happy to have them within the business.”

Ready to jump in and get started, first Ayo had to get up to scratch and learn the ropes. Despite little knowledge within IT as well as being unfamiliar within an office environment, Ayo always had the support of her work colleagues.

“I had a lot of support, so it wasn’t like I was lost I didn’t know what to do.

Since day one I had my manager supporting me, I had other people on the team supporting me. So it wasn’t too difficult in that respect.”

The best thing I’ve learnt at Wazoku is working with others. I’ve always been an independent learner but working here has made me improve not only working independently but within a team as well.”

This help and support from her team reaped benefits and Ayo went on to explain her biggest achievement during her apprenticeship at Wazoku.

“I started working with SSO when I started and I was a bit lost. But since then, I managed to put together a document that is now used throughout the company and is also part of the onboarding process for any new starter who joins the company!”

It’s not just Ayo that has seen herself improve during her apprenticeship.

Rosemarie has seen her come on leaps and bounds, not only on a personal level, but her skills to do the role as well. 

“She’s become much more confident. She has learnt our product as well as the ability to test our product and find bugs.

She can stand up for hers elf if somebody says there isn’t a bug, which developers can sometimes do. She is willing to say ‘no, I can show you why this is a bug’. 

For most apprentices, this is their first real full-time job. So getting used to coming into work every day and being part of the team, I can see their confidence grow the more comfortable they are within the role.”

So after finishing her apprenticeship and now working at Wazoku full-time, what advice would Ayo give to anyone who’s thinking of starting an apprenticeship? 

“I’d say go for it! There’s no reason why you shouldn’t. You earn the money, you learn on the job and whilst it can be overwhelming at times, the overall end goals are completely worth it!”

Miguel was just as enthusiastic and passionate when talking about businesses taking on apprentices.

“Hiring an apprentice is a great opportunity for not only businesses but for young people as well. An apprentice will always bring a new point of view and it’s good to have a different sense of how other people work.”

Rosemarie agreed and having hired and worked with apprentices before, was in a unique position to provide insight into why hiring an apprentice is so beneficial to Wazoku and how other businesses can harness new talent through apprenticeships. 

“It’s an amazing opportunity for young people who want to get started and university isn’t necessarily the track they want to take. So hiring apprentices has given us a pool of really smart, interesting and exciting people.”

“In hiring an apprentice, it’s a great way to get new, young talent that’s looking to get started that’s intelligent and as capable as anyone coming out of uni.

They’ve just chosen a different path, so don’t be afraid of that.”

Ayo and her awesome team at Wazoku are a brilliant example of how apprenticeships work for business and for young people. We’re thrilled to celebrate their success with this case study.

Congratulations Ayo, and thank you to Miguel and Rosemarie for all of the support they’ve given to Ayo.  

If you’re thinking of HIRING an apprentice with us, click on the link below to discover more!

If you’re thinking of BECOMING an apprentice, click on the link below and find out how!