GTG trains 1200 apprentices, 300 of whom are employed by Arnold Clark. Apprenticeships play a major part in Arnold Clark’s recruitment strategy and to keep up with the challenging and dynamic 14-16 year old demographic the company needed to show its creative flair.
Arnold Clark wanted to create a new brand, solely focused on apprenticeships which needed to be bold and appealing to a younger market that might need a steer in their career options. A brand with a true understanding of the audience, their interests and what drives them.
A new brand for apprenticeships will avoid confusion as the Arnold Clark and GTG logos will be finally used together.
This pitch involved 4 designer’s presentations - including mine - to the company’s directors. I was obviously delighted to
win that hotly-contested pitch. Feedback was that I succeeded because of a combination of clear strategic thinking and strong creative work.