DX Learning Solutions – Branding, Marketing & Website
The team at DX Learning Solutions, a transformational leadership coaching organization based out of Chicago, has big goals. They’re dedicated to shaping organizations worth working for with leadership training that puts its people first—a revolutionary idea that needed an equally revolutionary rebrand.
A good paycheck just doesn’t cut it anymore.
Today’s talent pool calls for a company culture as robust as its benefits package, and that means they’re looking for leadership worth following. This is the insight at the heart of DX Learning’s leadership simulations and programs. They teach leadership development by the belief that everyone has the potential to be a leader. As a disruptive force in the industry, they came to us for the powerful branding to match.
SERVICES: brand messaging / visual identity / brand collateral / marketing / website
We started with an in-depth discovery session, uncovering the key players in DX’s industry, their major differentiators, their goals and the direction they wanted to take their branding. What we found was that DX needed to move into a more modern, polarizing space, with design details and messaging that speaks to their innovative leadership teaching techniques.
With nothing off the table, we got to work designing a DX brand worth working with.
Designed to resemble a combined D and X, each element of the logo represents a specific aspect of the DX model. The “D” shape, made of three stacked half circles, symbolizes how DX’s model is a radiating force of leadership evolution. The solid “X” shape references an arrow, a callback to DX’s focus on inward self-reflection for developing leadership. The resulting logo strikes the tone for the rest of our rebranding efforts.
We started with an in-depth discovery session, uncovering the key players in DX’s industry, their major differentiators, their goals and the direction they wanted to take their branding. What we found was that DX needed to move into a more modern, polarizing space, with design details and messaging that speaks to their innovative leadership teaching techniques.
In the completed brand identity, a fresh and exciting color palette, icons that add personality to DX’s services and design elements with as much radiating charisma as the members of the DX team visually communicate their visionary thinking and infectious passion for improvement.
The new branding was leveraged across a variety of bright and bold brand collateral, including business cards, wall decals and presentation templates for impactful leadership simulations.
The new branding was leveraged across a variety of bright and bold brand collateral, including business cards, wall decals and presentation templates for impactful leadership simulations.
“Learning that starts by looking inward,” is DX’s promise, and it all begins with the habit shifters and leadership simulations detailed in the new brochure we created for their brand. In addition to sell sheets that dive deep into the benefits of each program, it’s the perfect way to get to know what DX is all about: shaping the modern workforce with modern thinking.
When it was time to introduce the rebrand, it was no surprise that the team of whizzes at DX Learning wanted an exciting way to lead their peers into the brand’s future. So, we created a variety of stickers, buttons and a custom spiral notebook—the perfect way to welcome employees and clients alike to the new DX just in time for the brand’s fifth anniversary party.
On paper, our work was done. But DX had us stick around for a new request:
to pull our rebrand through to the DX Learning website in time for the debut of their newest online leadership development tools.
DX was hard at work developing online offerings to complement their hands-on, in-person learning-by-doing model. Now, they needed a website overhaul to house these programs and everything their brand has to offer.
Working within DX’s limited budget and short timeframe, we didn’t have the means to conduct a full website makeover. Instead, we found a solution to fit their urgent needs: a cost-effective landing page to give potential DX clients an overview of the brand, an understanding of their services, proof points of success, the ability to connect with their team and access to information about upcoming news and events.
Utilizing link outs wherever possible, the DX Learning brand brochure and sell sheets provide more detail on the specifics of each program while event and news information is available through DX’s Eventbrite page and external blog in the navigation. All additional content was made easily accessible from the navigation menu using anchor points.
Contact information and calls to action are prominent throughout the page, and special attention was given to DX’s newly developed online leadership tool. To top off the site, a bright yellow hello bar at the top of the page lets users know a bigger, better DX website is still on the way. (And we still can’t wait to get started on it!)
“This rebrand has done more than give DX Learning a new look—it’s changed the way we think about what we do and why we do it. Our new messaging empowers our team to confidently speak to the impact of our services and allows us to rally behind the same mission. Personally, the entire rebrand process has bolstered my passion for our work and has offered me a new way of speaking to our work in everyday business.”
