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Pro Speak Institute (Focal Point Extension)

Industry:

Education / Language Training

The Challenge

Focal Point, a consultancy brand, wanted to expand its offerings into the education and training sector by launching Pro Speak Institute. The new brand was created to focus on IELTS, PTE, and Spoken English courses, targeting students who wanted to study or work abroad.

The challenge was that Pro Speak was starting from scratch. It needed a clear identity and communication direction to guide its website content, social media messaging, and overall marketing campaigns. Without this foundation, the risk was misaligned branding, inconsistent tone across platforms, and lack of clarity in its positioning as a student-first, modern training institute.

Case study Testimonials

Voices of Trust and Transformation

Launching a new institute from scratch felt overwhelming, but the Concept Note gave us a strong foundation. It aligned our entire team — from content writers to designers — and helped us maintain one clear voice. Pro Speak now has a student-first identity that sets us apart in the education sector."
Focal Point
Director
The brand direction document simplified everything for us. It not only defined how Pro Speak should communicate but also gave us practical guidance for website content and social media. Thanks to this clarity, we launched confidently with a consistent and modern brand identity.
Pro Speak Institute
Project Lead

Our Approach

To ensure the brand launched with clarity and consistency, we developed a comprehensive Concept Note and brand direction document. This acted as the blueprint for all content creators, designers, and marketing teams working on Pro Speak.

Our work included:

  • Concept Note Development
    Created a structured vision document outlining brand goals, tone, and key communication pillars to ensure alignment across all teams.

  • Course Breakdown
    Explained IELTS, PTE, and Spoken English courses in an easy-to-understand way, tailored for students. Highlighted course outcomes, global relevance, and the institute’s approach to teaching.

  • Unique Value Proposition
    Positioned Pro Speak as a modern and student-friendly institute, offering personalised coaching that differentiates it from generic training centres.

  • Marketing Direction
    Suggested branding tone, messaging style, website priorities, and content ideas for social media campaigns. This included positioning strategies to attract both local and international students.

The Results:

  • Delivered a single vision document that aligned all stakeholders — from management to content creators.

  • Simplified the process for website writers and social media teams by providing a clear roadmap for communication.

  • Established Pro Speak Institute as a sub-brand with clarity and consistency from day one, ensuring smooth integration under the Focal Point umbrella.

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