The Story Behind Our New Look

The Story Behind our New Look

Why We’ve Refreshed Our Brand

Since 2001, we’ve stood alongside the prehospital and paramedic community. What began with trusted books has grown into something much broader – apps, digital resources and learning tools that support modern prehospital and primary care practice in the UK and around the world.

As the profession has evolved, so have we.

Over time, our work, our reach and the people we serve have expanded. We’ve brought app development in-house, grown our digital learning tools and stepped forward as an independent publisher. Along the way, we’ve refined our mission, vision and values to better reflect the role we play in supporting today’s clinicians and educators.

At a certain point, we realised something important:

Our previous brand no longer fully reflected who we are today – or where we’re heading next.

This refresh isn’t about changing who we are.
It’s about expressing it more clearly.

Rooted in Our History

Our history remains at the heart of everything we do.

For more than two decades, we’ve earned the trust of prehospital professionals by delivering practical, evidence-based learning that supports real-world clinical care. That trust is our foundation – and it isn’t going anywhere.

What is changing is how clearly our brand reflects the professionalism, care and everyday realities of the clinicians and educators we serve.

Our brand now looks and sounds more like the community it exists to support.

Our Mission

We stand beside prehospital professionals everywhere, helping them grow, thrive and deliver compassionate, evidence-based care through our trusted learning and professional development tools.

Our Vision

Our brand, products and content will be recognised globally as the most trusted resource for the paramedic and prehospital community.

Why Now?

Healthcare continues to evolve at pace. Clinical practice is advancing. Education is becoming more digital. Prehospital professionals are taking on broader responsibilities across urgent, primary and community care.

We’ve evolved alongside these changes – expanding our digital tools, strengthening our clinical content and supporting professionals across more settings than ever before.

This brand refresh reflects that evolution.

It signals that we are not only a publisher of respected resources, but also a modern, forward-looking partner in professional learning and development.

What’s Changing – and What’s Not?

What’s Changing

A clearer, more confident visual identity
Messaging that better reflects our role in modern clinical practice
A brand that represents both our heritage and our digital future

What’s staying the same

Our purpose
Our commitment to high quality, evidence-based, practical learning
Our focus on supporting prehospital professionals in delivering compassionate care

What This Means for You

This refresh is about making sure every interaction you have with us – whether through a book, an app or a digital resource – feels consistent, professional and aligned with the realities of your work.

You’ll see our new brand come to life across our platforms, resources and communications. While the look is evolving, the quality, reliability, and clinical focus you trust remain exactly the same.

Our goal is simple: to continue standing beside you, with tools and learning that support your growth, your confidence and the care you provide every day.

We strive to be at the centre of of the paramedic and emergency medical community. Connecting and collaborating with individuals and organisations to further prehospital healthcare around the world.

Lorna Downing, CEO, Class Professional

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