Develop FutureSense Group as a strong employer brand with a clear, unified identity across the group. Employees should feel part of FutureSense Group through a shared purpose and collective vision, rather than identifying solely with individual brands such as FutureSense Foundation or Challenges Abroad.
Brand purpose: FutureSense Group unites our purpose-driven organisations (FutureSense Foundation, Challenges Abroad UK & Australia, Gap Guru, and FutureSense Travel Services) under one shared identity, fostering belonging and collective impact. As a global team focused on social impact - not profit - we work together to create meaningful outcomes through transformative and sustainable travel, cultural exchange, and community development. Together, we unite teams, celebrate people, and amplify global impact, helping employees feel part of something bigger.
Background: FutureSense Group is a collective of independent yet interconnected entities - united by a shared social purpose. It serves as the employer brand, aligning staff across all entities under one mission-driven identity.
The 4 organisations within FutureSense Group are: - Challenges Abroad (UK and Australia) - customer facing - GapGuru Limited – customer facing - FutureSense Foundation – customer facing - FutureSense Travel Services Limited – non-customer facing FutureSense Group itself is not customer-facing, but rather an internal brand highlighting shared purpose and culture.
Brand Challenge: - Employees primarily identify with their individual brand, creating silos rather than a unified group identity - In some B2B dealings, FutureSense Group gets confused with the FutureSense Foundation due to the similarity in name
Objectives: To create the FutureSense Group brand as an “employer brand” that: - Provides everyone with a sense of unified identity and belonging where employees feel part of FS Group through a shared purpose and collective vision, rather than seeing themselves as belonging to one specific brand - Develops a clear, consistent narrative that communicates who we are and what we stand for, to be used across internal platforms and potentially some external platforms - Is flexible enough to live alongside three different market-facing brands and doesn’t cause market confusion - Works well for employer branding so recruitment messaging is strong and coherent, internal comms, and corporate representation – to help boost recruitment and show FS Group as an attractive employer - Establishes visual and messaging guidelines for employer brand usage vs consumer brand usage
Audience: Internal: employees across all brands External: potential hires Consumer: students, donors, and partners (should primarily engage with market-facing brands)
Employer brand usage vs consumer brand usage guidance: Internal comms = FutureSense Group shown Recruitment = Hiring brand + part of FutureSense Group Customer marketing = Market-facing brand only
FutureSense Group needs to be: - Visible internally and in employer branding (recruitment, onboarding, LinkedIn, contracts, staff culture). Employees should feel proud they are part of FutureSense Group - Supportive brand, but doesn’t replace or overshadow the consumer facing brands – we don’t want to dilute any of the market facing brands
Tone and Personality: - Global & Purpose-Driven - Reflects international operations and positive impact - Professional & Trustworthy - Suitable for employer branding and partner relationships - Human & Connected - Reflects the community-focused mission - Supportive, Not Dominant - FutureSense Group is the “backbone,” not the hero
Tag Lines: Primary: One Group. One Mission.
Alternatives: One Purpose. Global Impact. United for Impact. Driven by Purpose. United by Vision.
Deliverables: Visual Identity System: - Primary logo for FS Group – to be used in internal comms (employment contract, onboarding documents). The primary logo may also be used externally when hiring directly for FutureSense Group roles, such as in job postings.
- Secondary endorsement logo – The individual hiring brand logo (e.g. Challenges Abroad, Gap Guru) within the group supported by an endorsement line (e.g. Part of FutureSense Group) Used for: recruitment marketing, job posting for individual brands within the group
Brand Guidelines: - Colour palette, typography, tone of voice - Clarity on employer brand usage vs consumer brand usage - Rules for co-branding (how FutureSense Group sits next to Challenges Abroad, GapGuru, FSG in recruitment and onboarding)
Success Criteria: - Staff feel united and identify with FutureSense Group (measured via engagement surveys) - Recruitment messaging is stronger and more coherent (track application rates for jobs and LinkedIn engagement) - Consumer brands retain independence and clarity - A clear, consistent “family look” links the brands together without causing market confusion or employee confusion
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