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Based in the centre of Dublin, SureSkills were founded 20 years ago as a provider of IT training and certification to both corporate clients and individuals. As their expertise has grown the company extended to offer global learning services to large corporates worldwide, enabling clients to outsource their training requirements. A third business unit, SureSkills also provide consultation and IT solutions to companies with a specialty in server migration. These three successful business units are operating under the SureSkills brand with offices in Dublin, Belfast, London, Texas and Ottawa. However, the directors recognised that their identity did not reflect the depth or breadth of their current activity. They felt there was need to re-focus their vision, their proposition and to ultimately create a new brand identity that spoke of who they are today.


Taking a bird's eye view of the project, we wondered how we might connect a training provider, a global learning partner and an IT consultancy all under one brand. That was the challenge and immersing ourselves with the company in a discovery process our objective was to reach in, find the fundamentals of the brand and create a brand vision that would reflect all three businesses equally. It was a tricky one and over a number of months we challenged each other to identify what was both unique to the brand and still common across the three companies so that we might understand its truth. Eventually we broke ground and uncovered the brand's true essence - preparation for the future and priming for performance - for individuals, for a global workforce. for a corporate's IT readiness.

The Brand

Be Tomorrow Ready. This simple tagline says it all to the SureSkills audience. It's a proposition that captures the offer perfectly and transcends all three companies. It's an opening line and a closing statement to a broader message, realised across touchpoints and campaigns. Be tomorrow ready reminds the audience that there are new skills and technologies fast approaching and to harness that knowledge now would ensure preparedness.

With a potential worldwide audience we created a brand identity that could resonate across continents and cultures. Our brand mark is a simple clean device and motif that opens up an endless combination of uses across the identity. We suggest a vibrant colour palette with neutral complements and with a theme of athletic preparedness, imagery successfully combines with all other brand elements to deliver the Be tomorrow ready proposition.


SureSkills says:

"When SureSkills first considered a brand review we met a number of suitors, however, Principle and the team stood out from the crowd for a number of reasons. We felt that Principle really got what we were about, and they got what we were struggling with. They also gave us a sense of security as we committed to dig deep; helping us to identify the essence, vision, mission and brand strategy. More importantly they clearly got into the mind-set of our customers - who really know the truth about what you offer.

Andrew, Andy and Judy extracted very specific information from the SureSkills team, our partners and our clients delivering an analysis that was key to re-imagining our unique brand identity. Brilliant branding and extraordinarily creative skills were the perfect answer to SureSkills’ three division branding dilemma. Principle told us exactly what we needed to hear. We will continue to work with Principle to ensure our brand stay true to its original core while also remaining relevant and desirable. That’s Principle."

Mark Egan CEO

The Case