The brief

When we met this client, they called themselves ‘Resources and Infrastructure Industry Skills Council’ and suffered (not surprisingly) an identity crisis.

 However, as the Industry Skills Council that supports the mining, drilling quarrying and infrastructure industries, they play an important training and development role.

They asked Highway 101 to look at ways to increase awareness of their services to generate support and find the solution to the identity crisis.

 What we did

We conducted extensive research and workshops with all the industries involved and key stakeholders. The information gained confirmed that their messages to date had failed to focus on their primary strength – skills.

 We also concluded that the name created confusion, especially when shortened to RIISC.

 Highway 101 recommended renaming the company to SkillsDC. We introduced a modern visual identity, together with a trade advertising campaign that strongly emphasized human skills.

The results

SkillsDMC launched at their National Conference and received a resoundingly positive reception from both industry and government.

 Within months, they reported a massive increase in recognition in their work and renewed support from industry management, trade unions and employees.