​​Rebrand: Extensive community research helped identify CodeOp’s unique strengths and inform a new brand strategy. A Tone of Voice guide was developed to capture the company’s culture, personality, and diverse audience — articulating not only who CodeOp is, but who it speaks to. The result was a nurturing yet witty voice, occasionally borrowing from Prince lyrics, that resonated strongly with both the existing community and new students.
 

A fresh, uplifting colour palette and more human visuals were introduced, along with an updated website that reflected the image of a modern technical school. Improved navigation, clear content, and subtle animation elevated the user experience and brought the brand to life online.
 

Content Strategy: A new content strategy positioned CodeOp as a thought leader for women+ in technical education. It introduced a mix of content formats and events designed to engage potential students earlier in their journey, nurture them throughout the funnel, and deliver more meaningful value to the existing community.
 

Sub-Branding: To better target B2B and B2G opportunities, a dedicated sub-brand was created with its own tailored value proposition and marketing strategy — giving CodeOp the flexibility to expand beyond direct-to-consumer offerings while maintaining brand coherence.
 

Local Community Strategy: A local partnership strategy was launched to build shared-value collaborations with nearby businesses and organisations. These partnerships enabled co-created content and joint events, strengthening CodeOp’s local presence and adding a new, community-driven acquisition channel.