The Employer-Led Rebrand was created to strengthen ACL Essex’s offer by translating complex apprenticeship and skills information into clear, accessible and engaging content that drives engagement and enquiry.
What I Did
As the sole designer and key content creator for the Employer‑Led Rebrand, I developed all visual concepts independently and presented multiple branding ideas to the business development team and senior leaders to gather feedback. Through these review meetings, I refined the chosen concept and built a complete brand identity, including an accessibility‑focused colour palette, typography system, iconography and detailed brand guidelines. Although some written content, particularly for curriculum brochures and the employer toolkit, was provided by the business development team, I shaped how this content was presented, ensuring it was audience-centred, visually engaging and aligned to ACL’s brand and accessibility standards.
A major part of my role involved transforming complex apprenticeship and employer information into clear, understandable and benefit-led content. This included redesigning and rewriting the employer webpages to improve clarity, structure and user experience, as well as creating simplified guides that explained technical topics such as apprenticeship funding in plain English. I also produced a wide range of promotional content, including brochures for each curriculum area, specialist partner brochures, an employer toolkit, course information sheets, case studies, regular newsletters and a full suite of social media posts where I created both the graphics and accompanying captions. To support staff communication and sales enablement, I designed presentation templates, business cards, email signatures, pull‑up banners, QR‑enabled table‑top banners, branded TEAMs backgrounds and seasonal assets such as employer‑led Christmas cards.
I researched, suggested and set up the Calendly booking tool, embedding it into the redesigned employer webpages to provide a simple way for employers to book calls directly with the team. Throughout the project, I met regularly with the business development team to share and refine ideas and ensure the rebrand was successful. This combination of design leadership, content development, collaboration and user-focused thinking ensured the rebrand was both visually coherent and strategically effective.
I am continuing to expand on this project, currently by developing more detailed web-based course information pages and designing technical specification documents for each apprenticeship programme.
Please note: Some assets are linked within the text above. Due to the volume of assets, I have only linked selected examples. These represent the overall style, strategy, and quality of work delivered. If you would like to view additional materials, I would be happy to provide them on request.
Results and Impact
The Employer‑Led Rebrand delivered a clear, credible and professional identity that significantly improved the visibility and usability of ACL’s employer‑facing offer. The redesigned webpages, simplified funding guides and curriculum brochures made complex apprenticeship information easier for employers to understand, helping strengthen ACL’s value proposition for businesses.
Embedding Calendly streamlined enquiry management and saw strong engagement from employers booking calls directly through the website, supporting higher‑quality enquiries and reducing friction in the customer journey. The consistent suite of branded assets (from brochures to templates to pull‑up banners) helped staff communicate more confidently and consistently across campaigns, meetings and events.
Regular newsletters, new social content and updated case studies increased ongoing engagement with both prospective learners and employers. Overall, the rebrand created a strong foundation for employer engagement, improved accessibility, and supported a more coherent communication strategy that aligns directly with the role’s goals of improving clarity, content accuracy, and conversion.