CREATIVE DIRECTOR • BRAND STRATEGIST
CREATIVE DIRECTOR
BRAND STRATEGIST
Brand pivot
The Situation
New Horizons had trained more than 30 million technology professionals across six continents. Online platforms were flooding the market with low-cost training, and every competitor was saying the same thing: build skills, achieve potential, stay relevant.
The Problem
Two audiences. No unified story. Enterprise buyers were investing in workforce capability. Individual professionals were investing in careers. Nobody in the category was speaking to what the learning was actually for.
The Find
Competitive analysis mapped the entire positioning landscape. One position was completely unclaimed. No one was directly tying education to earnings outcomes.
The Work
The repositioning centered on a single claim: Learn What Earns. The visual identity was modernized from the ground up. A brand system built to travel across a global franchise network.
The Outcome
When COVID hit, the entire in-person training industry went dark. New Horizons moved everything online. A positioning built around outcomes rather than locations does not break when the locations disappear.