QA

QA is the UK’s leading training provider, over 2,100 employees’ and clients including Google, Microsoft and Oracle. In contrast to their inspirational training programs, QA’s brand was dated, stuffy and needed a new direction.

Missouri cut through complexity to identify a simple, strategically-robust positioning that reflects the true value of the product at the heart of QA's business.

We dived into the business and culture of QA, conducting a series of stakeholder workshops and interviews. Pairing this with audits of both QA and its competitors, we identified the soul of QA: the intensely human stories at the heart of the learner experience.

Capitalising on this insight as the brand’s differentiating factor, we defined the new brand platform: Powering Potential, positioning QA as a progressive, learner-focused brand for the future. 

For such a complex business, the execution needed to be engaging, approachable and flexible for application. From a logo refresh to brand tone of voice to a comprehensive design toolkit, we reinvigorated every touchpoint. The brand design overhaul was founded on a new, bold, and modern colour scheme.

Reflecting the diversity and breadth of the vast numbers of QA learners. We also introduced an arrow in infinite styles as a key visual asset and symbol of continuous personal improvement.