PSD repositions training group

PSD Associates is conducting a root-and-branch overhaul of the entire operation for leading European training products group Management Centre Europe. It has opened a three-strong office in Brussels to manage the project.

The group is researching MCE’s core values and masterminding a programme to take it into the next millennium.

Its final remit has yet to be determined and will evolve as the project continues. PSD creative director Paul Stead says very little is out of bounds at this stage.

“Initially, we are considering anything that will help consumers and employees understand the brand,” he says.

PSD has started by rethinking the client’s 400-strong brochure ranges, which cover internal and external communications. The redesigns aim to give the brands greater consistency.

The brochure rebrand forms the bedrock of a broader review. Once complete, the group will address other parts of the business. “This project is about brand, packaging, product development and communication of the company. We are doing a whole consultancy exercise,” says Stead.

This will include revamping MCE’s website and putting together a communications programme. It will also involve developing, positioning, branding and packaging new training products.

“We can’t say at this stage what form these [new products] will take and we have plenty of ideas. PSD is looking very hard at the future of training as part of this,” says Stead.

In addition to the Brussels office, the group confirms it is looking to open further branches in Europe, with one already pencilled in. A PSD spokeswoman declines to give any further details at this stage.