Mentor for Growth: The best just got better
BRANDING / COPYWRITING / WEBSITE DESIGN AND BUILD
BRAND COLLATERAL / SOCIAL MEDIA GRAPHICS
Created in 2019 by a group of extraordinary founders, Mentor for Growth offers unique cross-company mentoring that connects rising star professionals with the best in leadership at top tech-enabled organisations. To excel and stand out in this space, they needed a new brand identity.
Attracting the best of the best in talent is the goal for Mentor for Growth, but when they came to us, there was a disconnect between the quality of their programme and the strength of their brand. Their identity and digital presence needed a refresh to appeal to their audience and reflect the sheer value that their initiative provides. So, working closely with individuals at some of the world’s top tech giants, MADE.com, Google, Facebook, FarFetch, MatchesFashion and Qubit, that’s exactly what we did.
strategy
‘The difference between good and great’.
With talented professionals at modern tech companies being our key audience, we aimed to match their energy with distinct, confident positioning and trustworthy branding to cement Mentor for Growth as a natural part of their world. Unlike other cross-company mentoring programmes, Mentor for Growth is highly selective over top talent. That meant we needed an approach to branding that would appeal to the best of the best in tech-enabled businesses. It was important for the brand to exude a forward-thinking mentality as well as remain highly professional and approachable. We refreshed the Mentor for Growth brand to empower its participants and to solidify its position within the sector, modernising their look and feel, and using a stripped back yet aspiring tone to communicate the high value of the opportunity.
visual
Taking the existing logo — a circle with a tree to show growth — we evolved from where they were and created an emblem that speaks directly to the corporate realm with a little more subtlety on the growth side. The finished logo is a pie chart that demonstrates business growth, reflecting and doubling in size with each iteration, and symbolising the growth of the programme’s participants.
The icon’s shape was created for application across touch points within the brand’s visual identity: a device to tell more stories of growth through the images that fill the space within the logo’s shape. We provided visual setting exploration examples to demonstrate how the brand identity can be applied beyond the logo for digital and print, and incorporated the shape to become a key discernable part of their website’s design.
tone
We developed a no-nonsense and empowering tone of voice, then brought it to life with crystal clear and informative copywriting. This approach was intentional, designed to negate the tech industry’s reputation and move away from jargon and buzzwords.
The founders made something completely new and built a truly bespoke approach to mentor/mentee matching that no one else in the industry can rival. Born from a gap in the market, the brand’s story is authentic and is supported by an incredible wealth of participants, partners and sponsors. Storytelling is at the heart of what Mentor for Growth does, so we collected and leveraged testimonials on the website and communicated the brand’s USPs in all copywriting to solidify the brand’s credibility, build trust, evoke emotion and ultimately encourage more organisations to join.
“Two things we care about are growth and keeping it real. That’s why we love the logo that (hug) created: its symbolism reflects our programme, demonstrating growth and appealing to talent of all shapes and sizes. We’re thrilled with the extension of the visual identity and its feel overall, we definitely feel we’ve landed on the right brand and website for us! Our old website now makes me cringe since the new site you created feels so fresh, dynamic and stand-out. Thank you to Mat, Jen and the team.”
