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Brand positioning and messaging for a purpose-led consultancy

Client:
Oakvale Learning
Year:
2026
Services:
Brand Strategy Consultancy
A healthcare worker in a white coat sits at a desk. They have a stethoscope around their neck and they type on a laptop.

The Challenge

Oakvale Learning was founded by Dr Funke Onamusi, a medical doctor with business interests in both the UK and Nigeria. Drawing on her background in medicine and her experience running a successful care agency in the UK, Funke recognised that high-quality healthcare training is often limited in certain areas, particularly across Africa and India.

Wanting to close these gaps, Funke set up Oakvale Learning with the goal of standardising professional care standards through accessible online training. Learners across Africa and Asia can gain the skills and knowledge they need, remotely, to deliver safe and compassionate care in line with NHS standards. The business aligns with Funke’s greater vision to empower people to change their lives through self development and learning. 

When Oakvale Learning was first set up, it operated on a B2C model to reach individual healthcare professionals. However, Funke soon started to recognise the organisation's potential for reaching wider audiences in hospitals, large GP practices and government bodies, offering training at scale.

This pivot required a new kind of story: one that could speak to procurement teams, hospital executives and government bodies, not just individual learners.

Funke asked Future Stories to help her reposition the Oakvale Learning brand and speak to these new markets with confidence and clarity.

The Solution

Future Stories proposed a structured brand strategy process to identify what makes Oakvale Learning distinctive and to define how that should be communicated to each of its target audiences.

Working closely with Funke, Sam Brown (Future Stories’ founder) facilitated an online brand strategy workshop to support the articulation of a new brand strategy and strategic narrative for Oakvale Learning. This collaborative session resulted in the creation of: 

  • A set of ideal customer personas, mapping the hospitals, government bodies and institutional partners Oakvale Learning wants to reach.
  • A new brand strategy. Sam created a new brand model clarifying Oakvale Learning's new value proposition across its B2C, B2B and B2G audiences. This gave Funke a clear and practical reference point for all future communications, summarising not just what Oakvale Learning does, but why it matters and who it's for.
  • An overarching narrative and key messaging framework. This communicated Oakvale Learning's social impact, high standards and its unique position as a bridge between NHS-standard training and healthcare needs around the globe.

In recognition of the organisation's mission, Future Stories also provided an hour of pro-bono marketing strategy support, during which Sam gave practical, actionable recommendations on how to build relationships within B2B markets and where to focus future marketing efforts.
Headshot of Dr Funke Onamusi, founder and Chief Executive of Oakvale Learning.
Funke Onamusi

“Sam Brown at Future Stories helped us make a pivotal shift, from reaching individual learners to speaking confidently to corporates and institutional partners. Through a brand strategy workshop, she developed our positioning, customer personas and messaging framework that now underpins everything we do.

The results have been tangible. Our new website is being built around the brand strategy Sam created, and our early B2B outreach, including to programmes like Healthy Entrepreneurs Nigeria, has been met with genuine interest and engagement. We finally have a story that lands.

If you're a mission-driven organisation at any stage of your journey, I can't recommend Future Stories highly enough. Sam has been with us from day one, helping shape our brand voice for individual learners long before we made the shift to B2B and B2G, and her support has been invaluable every step of the way."
Director, Oakvale Learning

The Outcome

Following Future Stories' brand strategy consultancy, Oakvale Learning has a clear, consistent brand story which provides the backbone for conversations with hospitals, government bodies and institutional funders, as well as individual learners.

The brand strategy process gave Funke the tools and confidence to articulate Oakvale Learning's value proposition clearly, while the brand strategy model and messaging framework gave her a practical foundation for all future marketing activity. Funke has used this strategy and narrative to guide AI-generated marketing outputs to good effect. 

Oakvale Learning is currently in the process of developing a new website. This will contain messaging that reflects the brand strategy to attract B2B and B2G partners who can fund and deliver training at scale.

Where the B2C model reached one practitioner at a time, these partnerships have the potential to reach entire healthcare systems and create the transformational impact that Funke first set out to achieve.

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