City Academy Business

Brand and marketing redesign for business course provider


Brand Design, Design, Information Architecture, Interactive Prototyping, Responsive, Stakeholder Research, User Experience Design, User Journey Mapping, Visual Design, Wireframing.

2 months

City Academy has a successful B2B service providing communication and team building courses for businesses and individuals to aid their professional development.

They wanted a new brand and website to be the centrepiece of their marketing strategy and with the design capturing the energy and creativity of the courses they offer.

The company provides courses that can be tailored to the particular needs of their business customers – this personalised service enables them to become an important partner to their clients, taking care of a key aspect of their professional training needs.


City Academy wanted to capture the energy and creativity of their courses in the brand and website design and to convey to their target audience the unique aspects of their offering.

The project was split into 2 distinct phases: Firstly, the research and requirements gathering to produce the essential documentation which formed the foundation for the second phase: designing the brand and website.


Research & planning

The project kicked off with a series of discovery and hands-on ideation workshops which provided the basis for an extensive briefing and requirements document to be produced.

During the workshops we took a deep dive into the City Academy brand requirements as well as analysing their competitors – identifying where they could differentiate themselves to stand out in the market.

As a collaborative group we also explored the key user journeys and how we could improve each phase of the experience for their customers – from research and discovery to booking a course.

The output from these valuable sessions was documented in a full requirements document that formed the brief for the subsequent phases of the project.

Visual design

Capturing the creativity and imagination behind many of the courses but tailoring the visual style to the business audience was a central consideration for the brand and website design.

The logo required the addition of the word ‘Business’ to their existing City Academy logo but a new colour palette, brand illustrations and photography style had to be developed.

The homepage, course category and about pages had to tell a clear and engaging story about why the provider was the best choice for their customers training needs.

Most importantly it also had to showcase the diverse range of courses offered and present the information in a way that answered the key questions in the buyers minds quickly and compellingly, with clear call to actions to enquire further or book the course.

Brand guidelines images


City Academy were very pleased with the design as they felt it captured the essence of their offering and would compete effectively in the marketplace. The website launched at the end of February 2022.

Ad examples

We thoroughly enjoyed working with Vector. Sanjay and his team understood our brief and business and designed a gorgeous website that has exceeded our expectations”

Peter Spring
Director of Learning and Development, City Academy
Peter Spring
Director of Learning and Development, City Academy