Case Study: Digital Innovators

Case study: Communications Strategy and rebrand for Digital Innovators

Digital Innovators is a West Midlands-based not for profit training company providing employability and digital skills training for young people aged 16-25, in partnership with Solihull College & University Centre and the West Midlands Combined Authority. Their focus is specifically on helping those who may be disadvantaged due to their background, disabilities or ethnicity, as well as those who are not in education, employment or training (NEETs).

The challenge

Digital Innovators sought our help to review its brand positioning and identity, objectively assess its business priorities and develop a communications strategy to support the business’ growth in response to growing demand for its training.

Our approach

It was clear from our initial engagement with Digital Innovators that students are at the heart of everything they do, so we put them at the heart of our work too.

We held a workshop involving the core DI team, external chair and a mix of students who were currently on or had recently completed the DI Skills Programme.

Through a series of collaborative tasks and break-out discussions, we reviewed strengths and weaknesses, mapped out priority stakeholders and their motivations, and crystalised the core purpose of the organisation – leading to the new strapline ‘unlocking potential’.

Following interviews with the team, we prepared a series of recommendations and developed the communications strategy, focusing on essential activities that were achievable within very limited resources.

Working with our design associate, we developed a new logo for the organisation, and worked with a small team of students to run stakeholder feedback on the new branding, seeking input from education establishments, potential students, parents and business partners.

As we headed into lockdown, we then ran an online workshop using Mural to seek feedback from young people on materials for a new course targeting over 18s.


Digital Innovators has a clear brand and impactful logo which clearly articulates the purpose of the organisation.

The communications strategy provided the focus needed to make best use of limited resources. As a result, the company has a new website, suite of communications materials and a strong social media presence. This has been instrumental in building solid relationships with employer partners and local authorities supporting their work, including the West Midlands Combined Authority and Birmingham City Council.

Digital Innovators has continued to attract students from diverse backgrounds and has supported a number of young people in securing apprenticeships, even during the pandemic. In October 2020 they won Outstanding Small Business and Business of the Year in the Solihull Chamber of Commerce Business Awards.

“Working with CMC allowed us to objectively review what was important to us as a brand and their style was open and encouraging. I was particularly impressed that Catherine was able to put forward alternative ideas based on our own priorities that whilst first challenged our thinking went on to become central to our brand.” Mick Westman, Founder and Chief Executive, Digital Innovators

Catherine Martin continues to support the organisation in her role as consultant Communications Director, providing strategic direction and implementation support.

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