nxtpro puts businesses and talent on the path to their next
Businesses and professionals know that continuous learning is essential. That's why they're not just looking for training programmes, they're looking for a partner that helps them move forward.
For nxtpro, the B2B training centre of Syntra Midden-Vlaanderen, we developed a strong communication concept built around one simple question: what is your next? A brand story that doesn't put training at the centre, but the progress it makes possible.
The challenge
nxtpro is a corporate training centre that helps businesses upskill and reskill their employees through a broad range of hands-on training programmes, delivered by experts straight from the field.
Although the brand had already received a first visual refresh, an important question remained: how could nxtpro position itself more strongly in a competitive training market?
The challenge went beyond a new look & feel. nxtpro was looking for a clear brand narrative that would:
- Set the brand apart from competitors
- Make the unique value of their trainings visible
- Work across different channels and touchpoints
- Strike the right balance with parent brand Syntra Midden-Vlaanderen
The analysis
We started with a benchmark of the training market. Two clear insights emerged.
First, the brand element 'X', central to nxtpro’s identity, turned out to be strongly present at a key competitor as well. That competitor even used it as a
communication concept, which meant nxtpro risked being too similar, both visually and in terms of message.
Second, we observed that the entire sector primarily focuses its communications on the offer itself. Almost every player focuses on the 'what': trainings, trainings and more trainings.
But businesses don’t choose a training for the training itself. They do it because they want to move forward. To grow their people, seize new opportunities, or be ready for what's coming.
That's where the real opportunity lay: not talking about training programmes, but about progress. The why.
The approach
From that insight, we developed a communication concept around one central idea: NEXT.
Training at nxtpro isn't an end in itself. It's the step toward the next level, for employees and organisations alike. From that story, we built a communication framework rooted in one simple question:
What is your next?
The concept makes the communication personal and relatable. But also broad enough to work across the board: for the individual chasing a career move, the team growing with the market, and the organisation thinking strategically ahead. It connects nxtpro to its audience in a way that feels empathetic and authentic, whatever the sector or ambition.
The visual identity was sharpened to match. The existing 'X' in the logo was reworked into a unique 'fast forward' symbol: a visual element that literally radiates movement and progress. It ties seamlessly into the NEXT story and is flexible enough to work across every touchpoint.
At the same time, we tackled the brand architecture. There was a lack of clarity around the relationship between nxtpro and Syntra Midden-Vlaanderen, something that needed to be resolved first. The choice was to go for an 'endorsed brand' model: nxtpro builds its own identity step by step, while still leaning on the recognition and trust of Syntra in the early stages. With room to grow into a fully standalone brand over time.
Finally, we mapped out how the concept could live on sustainably, through three types of communication:
- Brand campaign: to put nxtpro and its story powerfully into the market and build awareness with the target audience.
- Tactical campaigns: tailored to specific needs, training programmes or sectors.
- Permanent communication: the consistent application of the concept across all owned channels: website, social media, brochures and every other touchpoint.
Aspect ratio: 7/3
Aspect ratio: 6/5
Aspect ratio: 7/3
The result
With the NEXT concept, nxtpro now has a clear and distinctive brand story that goes well beyond offering training programmes.
By making 'next' the starting point, nxtpro positions itself as a partner that helps people and organisations stay relevant, agile and successful in a changing world. And because the strategy is anchored visually, through the reworked logo element that embodies progress, the concept isn't just something you can tell. It's something you can see in every single execution.
The trust that grew throughout this process naturally brought new conversations. nxtpro asked us to think about the campus experience as well. They share their campuses with Syntra Midden-Vlaanderen and sometimes other parties, but the ambition is clear: nxtpro needs to breathe through those spaces too. More brand presence, more recognition, a campus that feels unmistakably like nxtpro.
And our partnership is far from over. We’ll continue to support nxtpro with their marketing plan for 2026 so they can keep making strategically sustainable choices. So be sure to stay tuned for our next!
