Branding agency Principals has rebranded social enterprise MTC Australia, unveiling a new name and identity: MTC FutureReady. The change is designed to better reflect the organisation’s mission and scale as it looks to expand its footprint and services nationwide.
Founded in Sydney as the Marrickville Community Training Centre more than 35 years ago, MTC has evolved into a national provider of employment, training and mentoring programs. With a workforce of over 450 people across nearly 60 locations, the organisation helps individuals build confidence and skills to access meaningful work.
Claire Van Heyningen, General Manager, Marketing & Communications at MTC FutureReady, said the brand refresh was vital for the next phase of growth: “To reach and support more people, we needed to align our brand to our business growth strategy, increasing our attractiveness to funders and talent along the way. We turned to Principals to guide us through this process.”
Through a comprehensive brand review, Principals identified the need to distinguish MTC from similarly named organisations and shift perceptions to match its progressive approach. The central creative idea, ‘The further we look, the further we’ll go,’ informed the brand strategy and long-term vision.
Moensie Rossier, Strategy Director and Principal at Principals, said: “MTC FutureReady signals progress, purpose and possibility. It captures the organisation’s ambition to make a long-term impact and its commitment to helping people shape better futures.”
In addition to the new name, Principals developed a refreshed brand voice and visual identity. The yellow colour palette symbolises optimism, and an upward-facing arrow now serves as the brand mark.
Rob Marshall, CEO of MTC FutureReady, praised the collaborative process: “Principals challenged our thinking and helped us articulate who we are and where we’re going. MTC FutureReady captures the energy and ambition of our next chapter.”
The rebrand aims to solidify MTC FutureReady’s position as a leading force in employment and training services, while better connecting with stakeholders and communities nationwide.