Embracing Future Potential

Creating a cohesive identity for an expanding brand family

Embracing Future Potential’s aim is to provide access to employment, work-based learning, and career support for all. Through their specialist jobs boards and wealth of resources, they focus on supporting those early in their career and those who face barriers to employment opportunities, such as disabled people, those returning to work, women, refugees and many others.

The Challenge

In response to the far-reaching impact of the COVID-19 pandemic across the UK, the team at Embracing Future Potential sought to ensure that the diverse skills within the workforce were not overlooked. My task was to design a fresh identity that was clean, professional, and appealing to a broad target audience.

While Embracing Future Potential was to remain the umbrella brand, I was also tasked with developing a brand family for its four divisions, each focused on a specific workforce segment: Employing an Apprentice, Developing a Student, Refreshing a Career, and Careers with Disabilities. These four divisions were part of the initial project, but given the anticipated growth of the business, I had to design with flexibility in mind, ensuring the structure could easily accommodate new divisions in the future.

The arrows formed within the negative space symbolise the collaboration and unity between employers and employees.

The Approach

As the brand family was expected to expand over time with unique names, I chose to focus on creating an emblem or icon to unify all the brands. After several iterations, the final design was met with approval from everyone involved. The result is a simple yet distinctive mark that works seamlessly across various applications, from badges and banners to merchandise and social media.

The concept behind the logo revolves around two ticks, symbolizing the company’s mission in two key ways: 1. Helping job seekers find meaningful careers and connect with the right employers, and 2. Assisting employers in discovering candidates who may have otherwise been overlooked. The arrows formed in the negative space represent the connection between employers and employees coming together.

The Result

By strategically using color, typography, and a consistent brand identity, I was able to distinguish the different networks within the business, while ensuring they each had a unique look that made them instantly recognizable as part of the same family.

Since the creation of the original network, the family has grown. The latest addition is Aspiring to Include, with more networks expected in the future. Explore the entire family of brands at https://www.embracingfuturepotential.com/

“Richard was great to work with and was extremely patient! We couldn’t be happier with the end result”.

Luke Kitchen, Managing Director Embracing Future Potential