First Class Learning

First Class Learning is the largest provider of after school Maths and English tuition based in the UK. They have a network of after school education centres which are run by independent Centre Managers (Franchisees) that use specially designed Maths and English programmes to educate children of all ages.


Branding Website strategy, UX strategy, design, front-end development, back-end development, e-commerce, content production, events organisation


Future-facing design, compelling video and imagery-led pages, bespoke e-commerce

The Challenge

Following a private equity backed management buy-in, the new management team at FCL had an aggressive growth strategy. They realised they needed a more cohesive marketing strategy and website. 

The Solution

Kayne and Ben were brought in to make sense of several website proposals the team at FCL had received. Having delved deeper than the website, it was clear there was a need for a rebrand, for internal buy-in by the franchisees and a clear communication strategy in order for FCL to grow at the rate they required. 

The Activation

We went back to the drawing board, embarked on a very detailed discovery process and market analysis. Created a new contemporary brand which clearly differentiated FCL from their competitors. We then got buy in from key franchisees and launched the new brand, website, marketing materials and online shop at an event which we orchestrated and presented. We continued to support the team with monthly webinars and daily support on the new shop.

The Results

A truly unique brand in the market. An engaged and passionate group of franchisees. A clear tone of voice and communication strategy to both externally to the public and internally to the franchisees. This led to FCL smashing the targets set out by the new management team. 

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