Initially, it was thought the Academy would just adopt the SoftwareOne brand look and feel, however after our extensive market and competitor research, we recommended developing a new sub-brand. The audience was just too different, and with this market already saturated, we needed to differentiate. Our brief was simple: disrupt.

Working closely with key stakeholders including Marketing, Communications, Talent Acquisition and L&D, we rapidly determined that whilst the brand should deviate from the primary SoftwareOne brand, it still needed to nod to its master. Our creative in-house team developed three new concepts, all aligned to our primary target audience and all playing nice with the hero brand.

The brand was incredibly well received both internally and externally, attracting students from across the globe and exciting key stakeholders with the new energy the brand brought to the business.

“It has been an absolute pleasure getting MAAS Marketing involved from the very beginning of our project. MAAS Marketing has allowed us to look at L&D in a different light.

We now reach the right audiences and they understand what we are bringing to the table. MAAS created a brand and an identity and helped us express our vision and mission in a way our audiences understand. And for that, we will always be grateful.”