Rebranding Tees Valley Collaborative Trust to Atomix Educational Trust
Client: Atomix Educational Trust
Sector: Education
Services: Education Branding, Website Design & Development
The Challenge – Standing Out in a Crowded Educational Landscape
Tees Valley Collaborative Trust (TVCT) has always had a strong reputation for delivering education across multiple age groups, but they faced a crucial challenge: differentiation. In a highly competitive market where Multi-Academy Trusts (MATs) are rapidly expanding, TVCT needed to carve out a clear identity that reflected its strengths while positioning the trust for growth beyond the Tees Valley region.
Adding to the complexity, the trust was undergoing significant transformation, including a change in leadership with the appointment of a new CEO, Nichole Munro. With a vision of being “all teeth and elbows” and making an unmistakable impact, the trust required a brand that matched this bold ambition.
The Strategy – A Name and Identity Built for Growth
The rebrand wasn’t just about a new look; it was about redefining the trust’s purpose, positioning, and values. We needed to create a brand that:
- Moved beyond location constraints, opening doors to national expansion.
- Emphasised inclusivity while maintaining individuality within each school.
- Projected strength and innovation, reflecting their expertise in transitions, problem-solving, and autonomy.
- Positioned the trust as a leader, offering structure and support beyond what local authorities or other trusts could provide.
After extensive research and stakeholder consultations, Atomix Educational Trust was born. The name encapsulates dynamism, energy, and a future-focused mindset – perfectly aligning with the trust’s mission to lead, innovate, and embrace diversity. When asked about the work they do, a member of staff described the trust as ‘elemental’ and explained that all of the schools were unique, but fused and interact together – all moving in the same direction which inspired the name.
The Execution – Beyond Just a Name Change
The rebrand extended beyond a new name and logo. It was a strategic transformation that included:
- A refreshed visual identity, striking a balance between authority and approachability.
- A structured brand hierarchy, an education brand that is structured for growth as the trust expands.
- Website and collateral updates, ensuring consistency and clarity in how the trust communicates with stakeholders.
The Outcome – A Rebrand That’s Making Waves
While it’s still early days, the reception from leadership and stakeholders has been overwhelmingly positive. The trust now has a name and brand that match its ambition – a bold, forward-thinking identity that ensures they are seen and heard in an increasingly competitive landscape.
With Atomix Educational Trust, the message is clear; they’re here to lead, innovate, and shape the future of education.
Contact Blumilk and we can support you with your education branding.
