BRIEF | To rename and rebrand Middlesbrough Community Learning in a more inspiring, explorative, and distinctive way. Mandatory requirements stated that the new brand should neither be limited by geography nor include any skills, teaching or learning suffixes.
RESPONSE | Following a fast-track naming workshop and digest, we proposed and rated 20 names. Tenzing encapsulated the idea that everyone has their own mountain to climb, big or small. Some because they must, others “because it’s there.”
RESULTS | Tenzing makes that mountain seem a little less daunting. The characterful name, with a strong sound and stronger backstory led to an intelligent yet friendly identity. It stands out from the crowd and pops off the page.
SCOPE OF WORK | Naming | Branding | Design