Walmart · Store Nº8
Brand strategy, a content engine, and the de-stealthing protocol for the incubation arm of the world’s largest retailer.
Workforce Development · Tech Training
Next Shift Learning, building an equitable workforce.
NSL builds non-traditional pathways into tech — for corporate clients standing up apprenticeship programs, and for the aspiring pros walking through them. We relaunched the brand, the website, and the content engine, in partnership with NSL’s founding team and design firm X97 Labs.
The Opportunity
Where We Started & What We Delivered
Designing a brand strategy to match Next Shift Learning’s mission to build an equitable workforce that thrives.
Our collaboration with NSL focused on designing a brand strategy that matched their unique capabilities, while keeping their mission, vision and values at the center of everything we developed.
We kicked off the project by determining our growth plan, setting an annual marketing budget, and standing up a team of freelance marketing pros. Then, we partnered to develop a new brand voice to successfully communicate NSL’s vision for the future.
Next, we collaborated with X97 Labs to launch a new brand visual identity, website and branded channels. Then, we co-designed a content strategy to capture the team’s unique perspectives and lived experiences, share research and thought leadership, and highlight voices from NSL’s community of clients, partners and pros building non-traditional career paths, and launching innovative products.
- Where we started
- With the operating plan, not the logo. We determined the growth plan, set the annual marketing budget, and stood up a team of freelance marketing pros before any design work began.
- Design partnership
- We collaborated with design firm X97 Labs to launch the new brand visual identity, website and branded channels, working alongside NSL’s founding team.
- What we delivered
- An end-to-end marketing plan inclusive of an annual budget; a new brand, website and channels; and a content and digital marketing engine.
The Scope of Work
What We Built Together
Relaunching a more comprehensive brand, website, content and digital strategy — in partnership with NSL’s founding team and design firm X97 Labs. Six connected workstreams, sequenced so the operating plan came first and the brand followed it.
- 01
Growth Plan & Annual Marketing Budget
We opened the engagement by determining the growth plan and setting an annual marketing budget — mapping an end-to-end marketing plan before any brand or design work began.
- 02
Marketing Team Stand-Up
We stood up a team of freelance marketing pros to run alongside NSL’s founding team — the working capacity to execute the plan, not just document it.
- 03
Brand Voice
We partnered with the founding team to develop a new brand voice to successfully communicate NSL’s vision for the future — one that could flex across two very different audiences without losing the mission.
- 04
Brand Visual Identity & Website
In collaboration with design firm X97 Labs, we launched a new brand visual identity and website built to better capture the unique capabilities of the Next Shift Learning team, and to keep their mission central to everything they do.
- 05
Branded Channels
We launched new branded channels alongside the site, giving the content engine somewhere to publish from the day the brand went live.
- 06
Content & Digital Marketing Engine
We co-designed a content strategy to capture the team’s unique perspectives and lived experiences, share research and thought leadership, and highlight voices from NSL’s community of clients, partners and pros building non-traditional career paths and launching innovative products.
Featured Work
See It Live
Brand & Website Launch
We launched a new brand and website, in partnership with X97 Labs, to better capture the unique capabilities of the Next Shift Learning team, and to keep their mission central to everything they do. Check it out →
Content Strategy
To drive brand awareness and growth, we designed a strategic content and digital marketing strategy aimed at communicating Next Shift Learning’s thought leadership, and the impact of their work. Read on →
B2B and B2C Content
Next Shift Learning focuses on two key audiences — B2B corporate clients, and B2C aspiring tech pros. To support growth with both audiences, we developed a B2B and B2C content strategy. This article focuses on providing actionable advice for individuals with non-traditional educational backgrounds to join apprenticeship programs to launch their careers. Explore more →
The Outcome
What Next Shift Learning Had in Place
A brand that matched the mission — and a marketing engine built to carry it to two audiences at once.
NSL came out of the engagement with an end-to-end marketing plan and the budget behind it, a brand voice and visual identity built with their founding team, a new website and branded channels, and a content engine already publishing into them.
How We Got There
- Mapped an end-to-end marketing plan, inclusive of an annual budget.
- Stood up a team of freelance marketing pros to run alongside NSL’s founding team.
- Developed a new brand voice to communicate NSL’s vision for the future.
- Launched a new brand visual identity and website in collaboration with X97 Labs.
- Launched new branded channels.
- Co-designed a content strategy spanning thought leadership, research, and voices from NSL’s community — serving both B2B corporate clients and B2C aspiring tech pros.
Notable Collaborations
- X97 Labs — design partner on the brand visual identity, website, and branded channels.
- NSL’s founding team — joint ownership of the growth plan, brand voice, and content strategy.
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