Skills West Midlands + Warwickshire (UK)

The brief

Education and training providers across the West Midlands came together under the Local Skills Improvement Plan (LSIP) - a major DfE initiative designed to reshape training around real employer needs.

The challenge wasn’t just to build a brand or a website. It was to unite dozens of organisations behind a single, coherent narrative about tackling regional skills gaps in construction, engineering and manufacturing, digital and green industries - and to communicate that narrative clearly to employers, providers and local businesses.

Our approach

We began by defining the core story: a region working together to build a future ready workforce, and that became the anchor for every communication, creative asset and engagement.

From there, we blended insight, cocreation and multichannel delivery:

• Employer research shaped the brand and platform around real skills needs.
• Four brand concepts were developed and refined through five workshops with 30+ stakeholder organisations.
• A new brand identity was created to align with wider Council campaigns while reflecting the ambition of the LSIP.
• The narrative was launched through three regional events, supported by a full suite of branded materials — toolkits, logo packs, templates, marketing assets and more.
• We designed and built a new website, produced a 64-page research report, a 60-second explainer animation and employer-provider directories to support ongoing collaboration.

Every touchpoint reinforced the same message: a unified, employer-led approach to tackling the region’s skills challenges.

The impact

By defining one clear narrative and delivering it through layered communications, we helped create a shared identity and stronger employer networks - driving long term growth for the West Midlands and Warwickshire.