A leadership brand for the UK’s leading organisation for business

  • Tim Webb-Jenkins

The Institute of Directors (IoD) is the pre-eminent organisation for UK business leaders. In an era of accelerating change, they resolved to launch new services fit for a ‘digital-first world’. Webb-Jenkins was asked to scope out two new apps that would focus on executive learning and leadership networking. And then envision the user experience design solutions needed to realise them. Having worked closely with the IoD over 4 years, we brought a deep understanding of their brand and members’ needs that enabled us to deliver this complex project to an ambitious deadline. We built on the IoD’s established brand identity and created two distinctive, but coherent, identity and design systems for their new IoD Academy and IoD Advance offers. We collaborated with remote technology partners to complete the end-to-end programme, working in an iterative cycle of rapid development sprints. Leadership is about setting direction and staying in front. These new services expand the IoD’s reach, relevance and revenues with existing and next-generation members. And strengthen their support in helping business leaders achieve their full potential.