Case Study.

The Marketing and Leadership Academy

When MacMartin took ownership of The Marketing and Leadership Academy (TMLA), the brand no longer reflected the energy, expertise, and learner-focused experience we offered. Learn how we redefined its positioning, voice, and visual identity, resulting in a bold, confident brand that resonates with students, differentiates in a crowded market, and drives measurable growth.

The Brief

The goal was clear: develop a brand that truly reflected who TMLA is now, and where it’s heading.

We were determined to deliver a complete rebrand that would:

Build a distinctive position in the minds of prospective learners
Reflect the personality, values and voice of the new leadership
Create a visual and verbal identity that inspires confidence and pride
Provide a foundation for all communications - digital, physical, internal and external

This wasn’t about tweaking what already existed. It was about defining what the brand should stand for – and giving it the tools to express that consistently, coherently and creatively.

Get in touch; we would love to hear about your organisation and its goals

The Solution

We began by stripping everything back to the core.

This was a strategically led process, grounded in research and insight. Every decision, from the shape of the logo to the tone of the social media captions, stemmed from a clear brand positioning rooted in purpose, audience, and competitive context.

Key Stages Included:

Competitor Research

To ensure TMLA would stand apart in a sea of sameness and not fall into category clichés.

Stakeholder Interviews

Insight-rich conversations with leadership and students to uncover what TMLA really means to its community – and how that differs from perceptions of the old brand.

Student Survey

Conducted to understand decision-making drivers and emotional touchpoints in the learner journey.

Brand Strategy & Workshop

Across several focused sessions, we refined TMLA’s brand values, narrative, and personality – consulting with key stakeholders throughout to build alignment and clarity.

Messaging & Tone of Voice

We built a messaging framework designed to engage, inspire, and set TMLA apart. The language was made warmer, more motivational and learner-focused – positioning TMLA as both expert and approachable. Clear brand pillars and core tenets now underpin every piece of communication, ensuring consistency, credibility, and a recognisable voice across all channels.

Visual Identity

We created a bold, contemporary visual identity that reflects the academy’s ambition and energy. A clean, future-facing logo symbolises growth and progression, while our distinctive animal characters bring personality and playfulness to the brand. A vibrant colour palette communicates creativity and confidence, paired with authentic photography that puts real learners and tutors at the heart of the story.

Rollout

The brand was launched in phases, beginning with internal training and brand guidance, followed by updates across web, social, email, PR, and learner-facing materials.

You can see the new branding in action on TMLA’s website.

925.7% Direct Traffic

1954.5% Organic Traffic

1,152.8% Event Count

Why This Route?

TMLA didn’t need a touch-up. It needed a transformation.

A brand evolution would have left too much of the old identity lingering – visually, verbally, strategically. Given the disparity between where the brand had been and where it was going, we made the case (and built the roadmap) for a full rebrand.

The result is a cohesive, confident identity, designed not just to look good, but to work hard. Across digital platforms, real-world collateral, and in the hearts and minds of those who interact with the brand daily.

The Results

Within six months of launching the new brand, the results were clear. Comparing against the same period the previous year:

925.7% Direct Traffic – a significant strengthening of brand recall, awareness and loyalty
1954.5% Organic Traffic – a huge leap in visibility and discoverability
61% Engagement Time per Active User – people are staying and interacting for longer
1,152.8% Event Count – significant uplift in meaningful user actions
69.7% Page Views per Session – users are exploring more and connecting with content

Beyond enhanced website interactions the rebrand has also delivered:

Higher conversion rates, driven by clearer messaging and a more compelling brand experience
Increased social engagement, with tutors and students actively interacting and sharing
Internal pride and alignment, with staff and learners reporting a stronger sense of belonging

What We Did:

“The rebrand has given TMLA a clear and confident voice. In a crowded marketplace, where so many providers sound the same, we now stand apart. The new identity reflects the energy and ambition of our community, and the response from learners and tutors has been incredible. We’re proud of what we offer, and now we have a brand that reflects that.”