Learning is the foundation of everything.

It is a lifelong activity assisted by incredibly talented and dedicated professionals. For years The Canadian Society of Training and Development represented these professionals and advocated for the entire industry. They continue to do so but now engage with the market as The Institute for Performance and Learning.

Swystun Communications was engaged to reposition the association’s brand story to fit a revitalized mandate and aggressive growth in membership, certification, and event attendance. This included a new name, look and feel, various executions like the website, and a go-to-market strategy that invited all of the association’s stakeholders to activate the new brand.

“We needed to evolve our brand so it better reflected our vision, mission and the diversity of our membership,” said The Institute for Performance and Learning’s CEO Rob Pearson. “A bolder brand better aligned to The Institute’s business goals is integral to becoming a more recognized and respected voice in workplace productivity, innovation and performance.”

“We promote the value of our profession to organizational leaders, government representatives and individual workers who look to us for thought leadership and curation of the latest trends combined with research-based knowledge of the profession,” said Pearson. “Our brand needed to reflect that; performance and learning professionals create and develop solutions that engage, enable and inspire adults to perform at their best and make the organizations where they work more successful, innovative and productive.”

What resulted is a friendlier, yet more professional brand inclusive of the diverse membership and prospective membership. “Jeff Swystun is the consummate brand consultant. He gave us amazing strategic and creative options but was always firm on direction and goals,” said Pearson. “It was a fun, full-on process that sets us up for ongoing success.”

We welcome The Institute for Performance and Learning. Thanks to Creative Director, Kostas Zaphiropoulos and to Rob, Jane, Staff, Board and the Brand Committee for all of their efforts. Make sure to visit the website … you just may learn something.

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