Team
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RDLB
Services
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Branding & Identity
Logo Design
Creative Direction
Strategy & Positioning
Experience Design
About
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GetLicensed approached RDLB with a clear and pragmatic challenge: bring greater clarity, consistency, and intentionality to their digital communications and content ecosystem.
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At the time of engagement, the brand was positioned as a modern, tech-forward, efficient platform designed to streamline the licensing process in the UK. The tone was approachable and functional, fast, easy, and accessible. This positioning had served an important purpose during GetLicensed’ market-entry phase. The brand name itself was highly literal and SEO-efficient, answering the exact question prospective customers were asking: “Where can I get licensed in the UK?”As a result, GetLicensed became one of the most visible and dominant players in search.
However, as the company matured, leadership began to question whether the brand was fully expressing its long-term value and ambition. Beyond efficiency and process optimization, GetLicensed aspired to be more inspirational, to create pride, identity, and meaning for those who earned their licenses through the platform.
The tension was clear: how could GetLicensed evolve into a brand that stood for something larger and more aspirational, without undermining the functional clarity and business performance that the name had successfully delivered?
The Insight
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During our first week of immersion with the GetLicensed team, RDLB uncovered a deeper truth about the company, one that extended far beyond licensing.
The individuals who worked at GetLicensed, as well as those who enrolled through the platform, represented a much more profound social and human impact. GetLicensed was not merely issuing credentials; it was actively changing lives.
A significant portion of GetLicensed’ customer base consisted of immigrants and young people navigating uncertain futures. For many, there were only two visible paths upon entering the UK or progressing through early adulthood:

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Low-barrier gig work, delivering food or transporting people
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Entry into the security profession, protecting people, property, and public spaces
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While the role of a security guard carries far greater responsibility, risk, and societal value than gig work, the profession itself suffered from a cultural perception gap. Security guards were often viewed as peripheral or comedic figures rather than frontline protectors, despite the fact that they regularly operate in environments of real danger and public responsibility.
Yet in practice, these individuals serve as everyday guardians of society, closer in function to first responders than the stereotypes suggest.
This disconnect between reality and perception became the core strategic opportunity.
The Strategy
RDLB’s recommendation was decisive and intentional: do not abandon the name GetLicensed.
From a business standpoint, GetLicensed had accumulated enormous equity as a functional, discoverable, and trusted domain. Damaging that clarity, or the SEO advantage embedded within it, would have been strategically irresponsible.
Instead, we proposed a brand architecture that allowed GetLicensed to remain the gateway, while elevating the emotional and symbolic meaning of what happened after someone enrolled.
GetLicensed.uk would remain the platform.
Powered by GetLicensed: the Noble Lions Academy.
The Noble Lions Academy would become the aspirational brand, the institution that conferred prestige, trust, and identity.
The Nobel Lions​
The Noble Lions Academy was conceived as more than a training program. It was positioned as an institution rooted in:

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Honor
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Responsibility
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Service
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British heritage
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Community and belonging

Graduates of the program were no longer framed as individuals who had simply obtained a license. They became Noble Lion Certificate holders, a designation designed to signal discipline, professionalism, and societal contribution.
The symbolism of the lion was intentional. Deeply embedded in UK history and heraldry, the lion represents courage, guardianship, and nobility. By aligning the academy with this cultural iconography, we reframed the security profession as a modern expression of an ancient duty: protecting the realm.
Communications & Creative Expression
To bring this positioning to life, RDLB developed communications that shifted the narrative from process to purpose.
Rather than emphasizing speed, convenience, or digital efficiency alone, the content showcased Noble Lions Academy alumni:
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In action
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On the frontlines of public safety
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Protecting people, places, and institutions
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Intervening in moments of real risk

The tone moved from transactional to dignified. From casual to consequential.

At the same time, the academy was framed as an accessible, but rigorous, path into a respected profession. The message was clear: this is not about exclusion, but elevation. Anyone willing to commit to responsibility, discipline, and service could rise.

Community became a central pillar. Graduates were not simply customers; they were members of an academy, bonded by shared standards and purpose.
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The Outcome
This strategic separation between function and meaning allowed GetLicensed to evolve without compromising its core business model.

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GetLicensed retained its SEO dominance, clarity, and performance as the entry point
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Noble Lions Academy carried the emotional, cultural, and aspirational weight of the brand
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The company’s communications aligned more truthfully with its real-world impact
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Customers gained pride, identity, and a sense of higher purpose


Ultimately, GetLicensed grew into a brand that accurately reflected what it had always been doing beneath the surface: not simply issuing licenses, but shaping protectors, building community, and changing lives.

This case exemplifies a recurring principle in RDLB’s work: brands often outgrow the language that first made them successful.

The challenge is not to erase that foundation, but to build meaning on top of it, deliberately and responsibly.

In the case of GetLicensed, the answer was not reinvention, but elevation.
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