Training Provider Website Development & Brand Strategy

Despite the ambition, the digital presence told a different story. The businesses operated as a visually disparate collection without a unifying group structure, and Impact Futures was carrying too much under one brand. There was no dedicated identity for the healthcare training division, and the customer proposition was unclear. Our competitor research confirmed the wider market had the same problem — a sector full of generalists with overcomplicated, content-heavy websites, when the audience wanted to work with specialists.

Impact Futures is a national training provider backed by private equity group August Equity, with ambitious growth plans to expand its reach across Britain's critical care sectors. Alongside sister companies The Childcare Company and First Response First Aid (FRFA), the group's mission is to give Britain the skills to care — becoming the learning provider of choice for health and social care, childcare, early years, education, and youth services.

We kicked off with a series of strategy workshops to define the group's proposition and structure. Working in collaboration with Engine Room Design who led the brand strategy and identity, and CHC Marketing for education sector expertise, we established Impact Futures Group as the overarching brand — a collection of niche training providers united under a shared purpose. Underneath, a house of brands model was created, giving each business its own identity and audience while providing a framework that could scale through both organic growth and acquisition.

The biggest transformation was the creation of Tend® — a completely new brand for the healthcare training division, positioning it as a UK market leader in training and apprenticeships for health and social care. We were involved throughout the brand strategy, ensuring the direction aligned with the digital experience we were building.

For the Impact Futures Group website, we delivered a bespoke WordPress build that clearly communicates the group's structure, purpose, and the distinct strengths of each brand within it. For Tend, we built a fully custom WooCommerce website with HubSpot CRM integration, a bespoke nomination system allowing existing clients to submit employees for training, and a customised checkout flow for visitors purchasing courses directly. Every element was designed to make buying training as straightforward as possible — a deliberate contrast to the cluttered competitor sites we'd identified in our research.

We continue to host and support both websites on an ongoing basis.

Before this project, the businesses operated without a unifying structure — a collection of brands focused on similar but different markets with no clear proposition tying them together. Impact Futures was trying to do too much under one name, and there was no dedicated brand speaking to the healthcare sector despite it being a core part of the business.

By establishing Impact Futures Group at the top with a clear house of brands model underneath, we gave the organisation a structure built for where it's heading — not just where it is today. Each brand now has a focused identity and a digital platform built for its specific audience. The Tend website in particular replaced the industry norm of complicated, everything-to-everyone websites with a clean, conversion-focused experience that makes it simple to find, book, and buy training.

The result is a group that's properly structured for growth, with two websites that clearly communicate who they are, what they stand for, and make it easy for the right people to take action.