WHEN THIS PREEMINENT TRAINING AGENCY NEEDED TO BETTER COMMUNICATE THE DEPTH AND BREADTH OF ITS OFFERINGS, IT TURNED TO JPW COMMUNICATIONS TO RESET ITS IDENTITY.
When the Government Training Agency came to JPW, they were known as the San Diego Regional Training Center. And they were growing. Fast.
Long-known throughout the state of California as the premier training group for public safety, the organization had been successfully expanding their training offerings to include training for all government employees – everything from customer service, to public speaking, to human resources.
Congruent to their expanded offerings, they were now being sought after by other states as far away as Hawaii, Alaska and Florida.
This success posed a few challenges and opportunities for the organization to reimagine themselves.
First, they needed to shake the perception that they only provided public safety training. While this had long been their bread and butter, the organization was ready to reposition themselves and own the government training space.
Next, they needed to address their name, the San Diego Regional Training Center. Leadership felt this name was geographically limiting, especially since they were now training across the nation.
Through a laser-focused strategic planning session, JPW was able to uncover the organization’s strengths, weaknesses, opportunities and threats. This was the basis for refining the agency’s mission and ultimately creating a new brand that better aligned with the organization’s future aspirations.
A new nomenclature and tagline were developed for the client. The organization adopted the new name Government Training Agency (GTA) along with the tagline “Moving Government Forward.”
New visual cues, including a fresh logo and color palette, were also incorporated to signal a new chapter in the training agency’s history.
New market positioning
New logo, brand colors, typography styling
New collateral to support brand