Crucial Learning

Publishing best-selling books like "Crucial Conversations" and delivering effective training programs based on their intellectual property made VitalSmarts a leader in the learning and development industry, but it was time for a change. The company had licensed content from other authors and sought to create a cohesive narrative. We led the business through a successful rebrand to Crucial Learning leveraging the company's legacy and paving the way for future growth.

"I had the privilege of working with Jed on a major branding project. He was masterful at managing the group dynamics to keep us moving forward while helping everyone feel heard. Jed had a strong point of view that was respected and heard so that internal thinking didn't take precedent over what was best. The result of him shepherding us through this process was a brand strategy that felt fresh, succinct, and differentiated."
- Mary McChesney, VP of Marketing, VitalSmarts

  • Brand Discovery
  • Brand Platform
  • ICPs/Personas
  • Brand Architecture
  • Naming