ISSUE |
In the dynamic, evolving business of personal and corporate coaching, one company stands out dramatically from its competitors. But in 2003, after carving out a highly successful niche, ten year-old Franklin-Covey Personal Coaching was acquired by its largest customer, forcing it to abandon a distinctive, well-known name and brand association, and to begin charting a new course.

CHALLENGE |
FCPC turned to Vanguard Media to help chart that course—a challenging one, considering the firm was abandoning what amounted to a household name in the human performance arena. And while we quickly discovered a crowded coaching landscape, we also recognized an opportunity for differentiating the company on an entirely new foundation—one that embraced coaching, but leveraged an exciting new positioning opportunity in adult learning.

SOLUTION |
Using the company’s new name, Legacy Learning, which management had previously selected, Vanguard implemented its comprehensive Brand Character process to develop a new strategy for positioning the new Legacy brand as a leader in the field of adult learning. The process led to the design of a distinctive identity for Legacy Learning, along with an integrated communications model that brought visual and verbal identity together as a unified whole.