Building a Consolidated
Brand Architecture For TimesPro
CONSUMER RESEARCH
BRAND STRATEGY: POSITIONING & ARCHITECTURE
IDENTITY & VISUAL DESIGN
COMMUNICATION DESIGN & GUIDELINES
The Times of India Group’s ed-tech arm- Times Professional Learning, and under it, the TimesPro and The Second Wind (TSW) catered to a wide spectrum of professional learners. Times Pro provided high-impact training to early-stage learners so that they were able to launch successful careers, and TSW offered professional education across disciplines in partnership with renowned universities such as the IIM and IIT. The business operated under multiple brand names and was losing equity and an opportunity to consolidate. We helped structure the portfolio and arrive at a singular brand positioning for the master brand.
Every project at Jigsaw starts with a workshop with the core team. We spent several days brainstorming the business scenario, the vision, the challenges, and the sector's realities with the Times Professional Learning team.
Through this brainstorming, we realized that different teams were operating the business, each with their own agenda. There was no unification within these teams. The teams believed that consumer segments were very different, and each learner had to be dealt with separately at various stages in their life.
These sessions gave us an insight that we tested further through our consumer research. Are learners and their needs different at different stages of their lifecycle? Is there a possibility to consolidate the various businesses into a single brand?
Our project started with an immersive research into the world of graduates, early jobbers and mid and senior level professionals. The research focued on the psychological and practical challenges faced by people in the corporate sector. The key findings suggested that most individuals are driven but struggle with stress and competition in the job market.
They have limited time or interest in traditional full-time education and prefer more affordable and flexible learning options. Additionally, the saturated market with many new education providers makes it difficult for them to feel confident about choosing the right learning partner.
The TimesPro Brand Strategy
-
while the experience of motherhood is unique and full of surprises, the need for reassurance, comfort, and a supportive companion is universal among mothers-to-be. They seek a brand that understands the roller coaster of emotions and bodily changes they are going through and offers not just products, but emotional support and affirmation.
-
For anyone who seeks to grow, TimesPro is an online platform that traverses an individual’s learning journey through life, making them confident and equipped to rise in a competitive world.
-
'The Caregiver.' This archetype is nurturing, compassionate, and protective, aiming to care for and provide support to others. PregaHappy embodies this archetype by promising to be the supportive friend that every expectant mother needs, ensuring they feel assured, loved, and comforted.
-
The brand voice of PregaHappy is nurturing, reassuring, and empathetic. It communicates like a close friend who is always there with a warm embrace and comforting words. It's a voice that says, "Don't worry. You’ve got this. We’ve got this,"—a voice that is as much about providing practical assistance as it is about emotional support. It's optimistic and joyful, emphasizing the positive aspects of motherhood and ensuring that the challenges are faced with a sense of confidence and communal support.
In this cluttered market, every individual is looking for a partner who can help him grow. At all stages, the core need remains the same. Whether you are a fresh graduate looking for a job, a mid-level professional wanting to climb up the ladder, or a senior-level professional, looking to acquire new skills. Instead of dealing with multiple brands, the company could benefit with a single brand- one that had the distinct Times Group legacy. Signaling trust, knowledge and authenticity.
CONSOLIDATING THE VARIOUS BRANDS INTO A SINGLE MASTER BRAND
We tied in the two disparate entities – Times Pro and TSW under a singular brand Times Pro. A conscious decision was taken to retain the TimesPro brand because it carried the legacy and recognition of the Times of India brand. The mother brand was built around the consumer need ‘professional growth and partnership’ and now spoke to multiple consumer segments with a common message- To grow with confidence and to evolve in their careers with a strong learning partner by their side.
The brand identity merges the symbol of a bold, white arrow on a blue textured background with a vibrant red flag. This combination suggests a sense of direction, movement, and progress, symbolized by the arrow, alongside the passion and energy conveyed by the red flag. Together, these elements form a distinctive visual identity that conveys forward momentum and dynamic presence.
The tagline "Be More" encapsulates a call to action for growth and self-improvement. It encourages individuals to go beyond their current limitations and aspire for greater achievements.
Our communication strategy was designed to inspire inclusivity and empowerment, emphasizing that personal growth and success are achievable for everyone. Through all our communication, we conveyed that our brand is a catalyst for transformation, encouraging people from all walks of life to embrace the possibility of 'being more' and reaching new heights in their personal and professional development.
