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Zeal Futures

Follow the signs

We’ve all felt that looming pressure at the end of school, peering into the unknown while everyone around you asks “what are you going to do with the rest of your life??”
That’s when you call Hunter Valley Training Company (HVTC).

Key insight

Young people questioning traditional pathways and a skills shortage are creating huge industry demand. The only problem? A merger of four companies into one, a big expansion throughout NSW and huge confusion around their name meant it was time for change. Guts was tasked with coming up with a new brand fit for growth.


Coming up with a new name and brand was no piece of cake, considering HVTC’s 40 year history and strong reputation as leaders in vocational education, traineeships and apprenticeships.

Starting with research and wide internal consultation with board, exec and all staff, we unearthed key insights and developed a sharp brand strategy including defining their bold vision to be the first choice for learning and employment in Australia and purpose to help everyone thrive.

The clear and confident proposition of 'we create success stories' has become their new mantra.
The research and strategy helped inform our next big move - a complete rebrand, we came up with a new name and visual identity. Boom!

And not just any name... We needed something that cut through in a bold way, one that would help stand out from the competition. A name that felt agile, forward moving and energetic.
And so, Zeal Futures was born.


Exploring Zeal’s new visual identity was exciting - we landed on a colour palette that reflected the brand's combination of bold, dynamic, trusted and welcoming, with an energetic font and bespoke Z graphic that disrupts the education market, with a clear visual nod to pathways and your future.

We then brought their brand to life with a brand book, bespoke Aboriginal artwork by renowned artist Jasmine Craciun, photography (all in black and white to let the vibrant colour palette shine) of Zeal’s people in their element.

The Result?

The rebrand was launched successfully and instilled great pride within staff.  Our marketing strategy ensured we reached our target audience to drive awareness and intrigue - the winning duo everyone needs. Watch this space for other-worldly external launch campaign coming soon.


Video Production: Toybox Films
Photography: Ange Maloney, Lee Illfield
Graphic Design: Gabrielle Wood
Web Design: Zimple Digital
Logo animation: David MacKenzie
Bespoke Indigenous Artwork : Jasmine Craciun

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Adventures & Accolades

Hunter New England Local Health District
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Guts Creative acknowledges the awesome culture and creativity of the traditional custodians of the Country where we work: Awabakal Nation and Worimi Nation. We walk humbly in their footsteps, support the protection of their invaluable knowledge, and are inspired to do better by Elders past and present.
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