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Sonoma Learning Systems
Project Type
Background
Now! Learning Systems (Sonoma Learning Systems' original name) represents a range of training programs and consultants that help corporations develop the leadership skills of their executives and managers. Located in Sonoma in the heart of the California wine country, they also promote the local area as a venue for their training programs and corporate offsites.
Our Solution: What We Did
By working with the client to identify their objectives for the brand, we identified the following core attributes:
- Bold, fun, and colorful
 "Leadership initiatives should be fun and rejuvenating."
- High-quality, trustworthy "We represent a cadre of world-class consultants, as well as research-based training programs based on best leadership practices and proven methodologies."
- Results-oriented "We believe leadership development has lasting impact, enabling organizations to accomplish their objectives more efficiently and more collaboratively."
- Of Sonoma and the wine country "Sonoma is an ideal venue to perform leadership initiatives."
- Spirit "Leadership development initiatives involve deep, personal exploration; not just skills-based."
After identifying the core brand attributes, we suggested that the company name Now! Learning Systems was out of sync and proposed a new name, "Sonoma Learning Systems." Incorporating "Sonoma" into the name allowed for much greater alignment with the desired brand attributes, and led to using a grape leaf as its symbol. The leaf—in addition to being symbolic of the wine country—represents the notion that developing strong leadership skills results in a synergy of personal, professional, and organizational growth and rebirth.
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