Creative Brief

• Project Title: Frontline Training Solutions — Brand Identity & Creative Strategy

• Client: Frontline Training Solutions

• Creative Director: Nic Dampier

• Scope: Full Brand Identity | Visual System | Messaging Framework | Digital Ecosystem | Thought Leadership Content

• Objective: Establish a bold, unified, and human-centered brand that reflects Frontline’s mission to develop leaders, grow teams, and create thriving workplaces—across North America and beyond.

Project Overview

• Frontline Training Solutions was born out of a simple but profound belief: everyone deserves to work in a place where they feel they matter. From that foundation, the brand was built and launched in 2021 to reflect clarity, credibility, and care—helping business leaders and teams face real challenges with real solutions. Through the full branding of the company—from voice to visual design—I led the creation of a system that balances corporate professionalism with genuine human connection. Today, Frontline stands as a trusted, national-level resource for leadership development, organizational health, team dynamics, and assessment-based training.

Purpose & Goals

• Create a recognizable, modern, and scalable brand across digital, print, and in-person experiences

• Differentiate Frontline in a crowded learning and development space through strategic storytelling, visual consistency, and a clear brand voice

• Build trust and credibility by making every interaction—website, webinar, podcast, or training—feel consistent, high-quality, and people-first

• Position Frontline as a thought leader through content-rich channels like Frontline Magazine, Behind the Frontline podcast, and our webinar platform

• Support revenue growth and national expansion through compelling, conversion-focused creative aligned with business development strategies

Target Audience

• HR executives, L&D professionals, and organizational leaders

• Business owners and senior managers in growing or transforming companies

• Mid-sized to large employers across industries in North America

• Anyone responsible for people development, team performance, or organizational culture

Brand Positioning

• Tagline: Creating Thriving Organizations Where Everyone Matters

• Voice Attributes: Clear. Relatable. Intentional. Consistent. Kinetic. Engaging. Trustworthy.

• Emotional Hook: We don’t just develop skills. We build belonging, alignment, and resilience—at every level of the organization.

Visual Identity System

• Logo & Wordmark: Modern serif + geometric sans pairing to represent both legacy wisdom and forward motion

• Color Palette: Clean, professional, and fresh—anchored in blue/green tones to convey trust and growth, as well as connection to partner companies

• Typography System: Friendly and readable with clear hierarchy across all touchpoints

• Branded Slide Decks & Training Materials: Custom-built PowerPoint templates for all trainers to ensure visual consistency and professionalism

• Branded Collateral: Webinar templates, speaker sheets, assessment reports, white papers, one-pagers, event signage, and more

Content & Campaign Strategy

• Website (frontlineon.com):
  Designed and optimized to be SEO-rich, user-friendly, and reflective of the brand’s authority and warmth. Features service landing pages, blog, webinar archive, and podcast hub.

• Webinars:
  Monthly, branded events tackling urgent workplace topics—designed to drive leads and deliver value up front.

• Podcast – Behind the Frontline:
  Humanizing the brand through conversations that show the heart and expertise of our team.

• Frontline Magazine:
  A quarterly thought leadership piece that deepens trust and expands SEO presence.

• Training Product Branding:
  Every solution offering is branded as a distinct, recognizable product under the Frontline umbrella.

Tone & Voice

• Smart but approachable

• Professional but never cold

• Insightful, action-oriented, and deeply empathetic

• Rooted in experience and research, not empty buzzwords

Deliverables (Creative Direction Led)

• Brand identity and design system

• Website copy and structure

• Webinar visuals and promotional content

• Podcast brand, visuals, and launch strategy

• Magazine design and article tone

• Presentation and print templates for trainers

• Social media campaigns

• Video production and scripting for promotions

• Branded assessment guides and workshop materials

Success Metrics

• 300% increase in organic website traffic since brand launch

• National client engagement from dozens of states across North America

• Over 1,000 monthly webinar registrants across industries

• Recognizable consistency across all branded assets and client touchpoints

• Direct sales impact attributed to branded materials and thought leadership content

Why It Matters

• Branding is more than logos and colors, it’s how people feel when they interact with you. At Frontline, we made every creative decision with one goal in mind: to build a brand that leads with generosity, earns trust, and delivers on its promise. This is a brand that doesn’t just look good. It makes people better, and that’s a story worth telling well.