Ufi: A bold rebrand for the VocTech Trust

  • Liam Churchard
  • Steph Beesly

In an adult vocational 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 competes against much larger organisations, it also seeks to influence and lead the whole sector. Insight 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 employed a confusing naming structure which turned potential beneficiaries away. 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 raise their profile and secure high quality projects. Ideas 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’. Impact 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. Successfully launched at the annual VocTech Showcase the brand has been rolled out across Ufi’s website, social channels, print materials and events communications.


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