The purpose of this spec project is to demonstrate how we would apply the 4 Step Brand Design process to a firearms and weapons training academy. In this scenario, FCT is a company founded by trainer and assessor Bob Billet. FCT’s vision is to bring together a one-stop-shop for all facets of security firearms training and weapons training for people in the international and domestic security industry. This also includes law enforcement, military and civilians that want to improve their skills.
FCT started on a shoestring budget, it was a passion project for Bob and his mate Mark. So when they started, they didn’t have much capital to invest in their business, especially branding. After running FCT for 6 years the owners have started to work with larger government departments, but they have found their current brand identity doesn’t reflect their years of training experience and high-level training tactics.
To help them on their journey we would sit down with the client, found out their key objectives of the project and formulate a plan. In this case, FCT would need a simplified solution, which would include a new identity that is modern, clean, professional and positions themselves a legitimate training centre that a government department can rely on. They would only need a basic style guide covering the fundaments, such as logo application, colour palettes and typography. This should be enough to ensure consistency in their brand messaging, whether they create their own marketing materials or get outside help. To assist with the implementation we would provide pre made social media assets to make it easier for FCT to let the world know about their new direction for the business. Also, we would work with FCT to create an online experience that simplifies the booking process for their training courses.
Once FCT launches their new brand identity, they would now have the ability to market themselves the go-to training provider for law enforcement and military. Helping them facilitate a stronger partnership with these government agencies. This new identity will be applied all their major touch-points, such as social media profiles, print materials and future marketing campaigns. This would included a new and improved website, that is user-centric and doesn’t bombard the user with too much information. Incorporating an easy to use booking functionality would increase online bookings and user engagement.
