Branding
Serving a population with significant barriers to employment through Reentry Services
When I was tasked with creating reentry marketing pieces, I wanted them to align with our other SC Works marketing pieces. I also wanted the reentry marketing pieces to speak to the employer who would be giving what is known as a "Second Chance" or "Fair Chance" to someone with background issues, exiting incarceration or judicially-involved.
This was quite an undertaking. The folder below was something we were using for employers that was quite simple in nature and met our compliance. Because the man is silhouette he is not easily identifiable. He is dressed appropriately for business or an interview even though he is not in a suit and tie. This could also work for reentry.
When designing for the reentry marketing pieces, I didn’t want any of it to reflect their situation, but show possibilities. The employer rack card below details the reentry program, whereas the other rack card, developed for the job seekers is to connect them to services through the program. Also, a female is featured on the other side of the card.
The notebook to the left was a bit larger than the business card and folded matchbook style to easily fit into a pocket or a purse. This was a great tool because some of this target population were homeless and had little space for storage. Anything we provided had to be small and easy to transport.
The inside of the folder served a perfect place to provide the proper disclaimers in easy-to-read text. The inside also reiterated the job seeker services and employer services. The graphics on the folder also addressed Diversity, Equity, and Inclusion.
Branding can elevate and pivot to the positive
Job seekers may recognize the SC Works logo but for many years it represented the Unemployment Office. As part of the America's Job Center network, the offices became known as Career Centers.
When the opportunity arose to give the Center's outreach materials a makeover, this new look appealed to job seekers. It became a resource for careers, pay and companies within their grasp.
Instead of thinking about applying for unemployment benefits, job seekers could focus on a dream, a new career or a promotion within their field. The branding could create a memory of a positive life change.
Each card had 2 sides of information. The card contained an explanation of the industry, examples of companies that hired within that industry, pay ranges for entry-, mid-, and senior-level positions, and types of roles within that industry. All cards did display the American Job Center logo, SC Works logo, Your Next Step branding, and disclaimer.
Theming
Maintaining a color palette without sacrificing style
Knowing how to marry eye-catching graphics with creative verbiage brings life to any project. The rack card to the left uses the color scheme and several layers of compliance and branding (NCWorks logo, Charlotte Works logo, AmericanJobCenter logo, a Call-to-Action QR Code, and disclaimer), yet conveys a simple message.
While going through a closure of a career center, it was necessary to let people know through social media. To capture that audience, I used the simple graphic that maintained the branding but provided the most simple verbiage. This was used across all of our social media platforms and easily inserted into our text messaging as well.
Flyers
If you build it, they will not come… unless you drive them there with marketing
Layers or compliance can be managed, but only if you know how to engage your target audience. For each of these flyers, the following compliance must be met:
NCWorks logo
American Job Center logo
Disclaimer
Steven's Amendment (or if the flyer's real estate is thin, you may provide a link to the Steven's Amendment) which in this case is at ncworks-charlotte.com
Employer logo (ie. logo or hiring company)
Host location logo (off-site address/location logo)
Employers made their own requests which included a listing of jobs or they are looking for Veterans.
In these situations, the simplest way to attract the job seeker is to offer a QR Code and provide a link at the top half of the page. One scan will direct them to register for the event.
Once registered, they would receive text and email reminders including the day of the event. Job seekers were encouraged to "Follow" the NCWorks registration page to receive first alerts of new hiring event.
The results were a continuous stream of communication with the job seekers who came to trust and become loyal to NCWorks and their hiring event opportunities.
More flyers
Lancaster Job Fair "Reconnecting Our Workforce"
This job fair was created for the major industries in Lancaster County. The colorful photo is highly recognizable as a centerpiece of art in the city. It was to promote the strength and work ethic of its residents.
The people depicted are real people and citizens of the county. As businesses were trying to reconnect from the pandemic, everyone understood the "Reconnecting Our Workforce" as it was the verbiage used by community leaders.
Due to restrictions on use of the photo from the mural, the city formally approved the use of this higher quality image submitted by a local photographer.
Keeping with the mural theme, the flyer was flanked top and bottom with black borders for impact and the letter colors were pulled from the art itself, including the blue QR Code.
The theme resonated with job seekers and employers alike. The event was highly attended with a variety of local employers, and many job seekers regaining employment.
The Job Fair At Gateway
This job fair was created to bring people from the region to Lancaster, SC but instead of locating it in the city, the location of The Gateway was selected because of its proximity to Interstate 77, with ample parking and space for a large event.
Realizing that most people from the region have passed by the facility, the location is instantly recognizable. However, instead of making the backdrop bright and sunny, I framed the photo to show the building in a truly different light.
The dark sky and dark asphalt made the use of colored lettering and QR Code stand out. Adding logos is a challenge but the Department of Employment Workforce (DEW) logo is golden and took on the look of the moon. The flyer was less crowded because the code directed job seekers to more information online, freeing up real estate on the page and accomplishing the goal of being eye-catching and clean.
Both events were highly attended and the use of location-based art design proved to be successful. These design templates have already been used again in branding.
Business cards
No matter if your business cards are digital or hard copy, they are an extension of your business and a reflection of you. Little things like color, font, rounded corners or a card with a smooth touch are memorable.
NCWorks
When tasked with coming up with a new fresh design for NCWorks Career Center, it needed to appeal to job seekers and employers. Anyone who lives in or near the city recognizes the skyline and the businesses represented in Charlotte.
It seemed fitting to show reach and the area the Career Center serves. It is broad and serves everyone in the region. With the skyline and a light overlay of color that aligns with the brand colors, it just worked. Simplicity at its best.
SC Works
The lime green logo was often distracting and didn't work with many colors. Taking a simple, clean and uncluttered approach worked well. The cards had rounded corners and a silk touch. Instead of adding more text, the QR Code was added to follow the social media platforms and stay connected.
Because a couple of the Career Centers were in rural areas, these cards worked well, as many staff members used a laptop and traveled from office to office and other locations. The cards were appealing because they displayed a level of comfort - business but approachable.
In both projects, staff, job seekers, employers and workforce partners often commented on our cards in a positive way. Both business cards aligned with the areas and people being served.
Logos and Taglines
T2 take2 re-entry program
Tagline: Re-Imagine. Re-Invent. Respect.
This program’s name was board-approved by the time it reached my desk, so I had no options for renaming it. The official name was “Take 2” and the suggestion came with a picture of a clapper board (used in theater to signify redoing a scene) for a logo.
Because this program was named Take 2, many would assume it was was related to the theater or acting. I had to develop a new look, use the “Take 2.” Hence, the Take 2 became T2, with a proper tagline which included the “Take 2” but in a different way.
This program was about new job seekers who were reentering the workforce after incarceration. The last think they should feel is labeled. This new branding in no way stood out as anything but professional and business focused.
T2 looks like a simple logo but the tagline spells out that it is a re-entry program. The Re-Imagine. Re-Invent. Respect. gives the job seeker a view of opportunity. They can Re-Imagine their future, Re-Invent themselves and gain Respect.
Job Endurance Training (JET)
Tagline: JET Suit Up!
So much time was spent creating the 6-module, multi-day training session that coming up with a name, logo, and branding was challenging. Once we had the name, the logo was simply a photo of someone who feels like a superhero.
The entire slideshow and marketing centered on a retro comic book style with a 1970s vibe. It was a popular theme and fit well with keeping this training light-hearted but meaningful. Job seekers often commented that the training was actually fun.
My goal with the logo was to show empowerment and an attitude of strength. As with superheros, they are popular because they always do the right thing, are respectful and admired for their actions. The logo and branding conveyed those qualities.
I AM STEAM (Science, Technology, Engineering, Art, and Math)
Tagline: Career Exploration, Knowledge & Mentorship
This was a rebranding. The original logo was professionally made and quite appealing but it was created for an audience in the single digits (under 10 years old). See the logo below the I AM STEAM logo.
The original logo was not meant for an audience over 18 years of age. It didn’t convey that it related to becoming employed. My goal in rebranding was to appeal to an audience of job seekers looking for STEAM-field employment.
The planned event would have employers ready to interview, discuss industry opportunities and potential employment or internships. Thus, I added the words for the acronym to the logo so everyone knew the fields represented.
The new logo would carry the branding colors of NextGen, the program that this was targeting. The theme went from STEM to STEAM with the addition of an A for Arts. So, in the logo, the A was made to stand out a bit.
By using a brain and symbols as part of the logo, it and symbols for each field of Science, Technology, Engineering, Art, and Math, the entire look is appealing, self-explanatory and easy to connect with.
The font used for the STEAM letters gave it a futuristic feel. When applied to a flyer with the same colors and branding with the NextGen logo, it is suddenly recognizable as an event to gain employment or internships.
The logo feels like a great fit for this flyer. Without even reading the text, the eye goes immediately to the logo and the woman. There is no confusion as to the target audience. The feel is modern and technology-driven.
City of Monroe, NC
Tagline: Diversity. Equity. Inclusion All are welcome here!
Members of the Monroe, NC DEI committee wanted a logo that represented their goal of making everyone feel welcomed by their city. This logo was a request from a member who wanted this photo incorporated into the logo.
In the logo, an actual photo was used because it represented many things. The hands are diverse in their skin tone, tattoos, jewelry, and size. This is a good choice of photo because one cannot distinguish gender or age.
The base of the logo looks like varying layers of skin tones but it also mimics the various colors and shades of wood, giving it somewhat of a foundational look.
Adding the tagline “All are welcome here!” is perfect for DEI goals and drives home their desire to make everyone feel included. The logo is non-traditional but aligns well with new initiatives and bringing in the human side to the logo.