Despite proving itself as an incredibly effective platform for corporate mentoring programmes for over 10 years, the brand had become stagnant. With evolved brand attributes and characteristics no longer being reflected in the identity, there was an evident problem that needed correcting.
Furthermore, while it was clear that a rebrand would be required, it had to be something that could transform their sales effectiveness while avoiding alienating their existing client base.
Beth Carvin, CEO
Mentor Scout’s aim is to empower those undertaking mentor programmes to take the tools and skills learned and inspire others in their team. In initial strategy phases, it was clear this needed to be reflected in the brand identity. The term ‘Thrive Together’ became the driving force in Mentor Scout’s creative direction. The vivid colour palette chosen helped modernise the brand, while also maintaining its appeal to its target consumer.
While targeting large corporate clients, humanising the brand was another key motivation for the Gather’Round team. People are central to mentoring programmes and HR and this was achieved through carefully selected supporting imagery and the introduction of an animation to help tell the brand story.