A bold rebrand for the VocTech Trust

A new name, brand strategy and identity system for this organisation powering the VocTech sector.

Ufi – the VocTech Trust championing the power of technology to improve skills for work

In an adult education sector that has become stale and neglected, Ufi champions the power of technology to improve skills for work. As a small independent charitable trust, Ufi not only compete against much larger organisations, they also seek to influence and lead the whole sector.


Through a combination of funding, support, advice and advocacy, Ufi is creating a whole new subsection of adult education – VocTech (short for vocational technology). But the brand had fallen behind the sector, with a dated look and feel which undermined the offer and a confusing naming structure which turned potential customers away.

In essence the challenge was no one knew what Ufi stood for.

We started with a thorough consultation of staff, trustees, partners and customers. This was supported by a comprehensive audit of existing Ufi communications and key comparators within the marketplace.

Our research also revealed that Ufi’s desire to compete and influence the larger players within the sector had led to an overly formal tone of voice which was preventing them from connecting with start ups and SMEs who really needed their help. Conversely they weren’t celebrating their successes clearly enough, reducing the impact of their message as they tried to influence the sector.

To counteract these issues we helped Ufi to develop a clearer name ‘Ufi – the VocTech Trust’ which better explains their focus and role.

We honed their vision and messaging to help galvanise their team and reach their audiences as they look to ‘create a world where vocational skills, developed through innovative digital solutions, are celebrated and valued as the engine of our success’.

We supported this with a dynamic new identity and look and feel which demonstrated how as ‘catalysts for a better future’ they make people’s lives, careers, business and the nation flow better.

The building blocks of this new look and feel included:

• a logotype which brings the idea of flow to the fore and is strong enough for multichannel use

• a digital-first colour palette that marks Ufi out as being different, dynamic, brave and celebratory

• graphic elements, inspired by collaboration, to support and focus attention on content

• an accessible new typeface that uses strong mathematical principles paired with a softening human touch.

Successfully launched at the annual VocTech Showcase the brand has been rolled out across Ufi’s website, social channels, print materials (including their feature strategy brochure, Learning Without Walls: Beyond 2020) and events communications.

“It’s amazing to finally have a brand that reflects who we are and how we work.
Big thank you to the team at rbl for developing our new brand, the response has been overwhelmingly positive.”

Stephen Hinde, Community Manager, Ufi