DEED

Inclusion is the secret sauce to brand unification

The Minnesota workforce system had a big hurdle to overcome. Despite delivering innovative results for job seekers and employers, they continued to be “the best kept secret” in the state. With operational inconsistencies, isolating silos and inaccurate perceptions, it would take a lot more than a mere marketing effort to unify this system.

DEED (Department of Employment and Economic Development)

Inclusion is the secret sauce to brand unification

The Minnesota workforce system had a big hurdle to overcome. Despite delivering innovative results for job seekers and employers, they continued to be “the best kept secret” in the state. With operational inconsistencies, isolating silos and inaccurate perceptions, it would take a lot more than a mere marketing effort to unify this system.

Insight

If it can be challenging to get two unique individuals to agree on what’s next, imagine bringing multiple programs, partners and perspectives together under one unified brand.
Example of internal CareerForce intranet countdown page with "Countdown to prosperity" headline, clarifying the Minnesota workforce system
Example of internal CareerForce intranet countdown page with "Expect Success" headline, showing the workforce system at a glance
Example of internal CareerForce intranet countdown page with "Driving prosperity" headline, defining the new brand
Example of internal CareerForce intranet countdown page with "Get ready for CareerForceMN.com" headline, explaining the new CareerForce website
Example of internal CareerForce intranet countdown page with "Walk the talk" headline, explaining CareerForce values
Example of internal CareerForce intranet countdown page with "Tasked for Triumph" headline, explaining brand culture
Example of internal CareerForce intranet countdown page with "Speak of Success" headline, explaining how to communicate the new CareerForce brand
Example of internal CareerForce intranet countdown page with "Looking good" headline, displaying CareerForce merch
Example of internal CareerForce intranet countdown page with headline reading "speak of success"

Solution

Create one aspirational brand all stakeholders, centers and partners could genuinely believe in and enthusiastically support.
CareerForce branded brochure, the front cover is titled "One talent network"

Outcome

The Minnesota workforce system is one unified brand, now widely recognized as CareerForce.
CareerForce web portal design, showing home page and internal pages on desktop, laptop, and mobile

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Get on the road to inclusive brand success

We help all kinds of organizations solve brand problems, achieve brand goals and get on the right road to inclusive brand success.

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© 2023 Neka Creative Inc. Inclusivity Marketing™ is a trademark of Neka Creative
© 2023 Neka Creative Inc.
Inclusivity Marketing™ is a trademark of Neka Creative