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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.

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"
Video - Spanish

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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