Target Audience Profiling
Brand Workshop
Brand Strategy
Brand Messaging & Tone of Voice
Refreshed Brand Guidelines
Careerforce is New Zealand’s industry training organisation for the Health and Well-being sectors. From aged-care to mental health they are tasked with leading training and development across sectors with some of New Zealand’s most pressing social issues. We were privileged to have the opportunity to work with their marketing and senior management team to refresh their brand and messaging.
We first completed insight research to develop profiles of the target audiences across the nine sectors Careerforce serves. Following workshops with key stakeholders, we developed a why model, brand essence, tone of voice principles and core messaging. This provided welcomed clarity on the organisation’s unifying vision and values. The solid strategic base also drove the refresh of the brand identity and corporate guidelines. The client was not looking for a complete overhaul, so the design challenge was modernising the brand style, within the confines of retaining the same logo and complete continuity.
The refined look and feel required enough vibrancy to appeal to school leavers and new apprentices, yet needed to be serious enough to speak to industry professionals and government stakeholders. There is a stylistic theme running throughout the design concept, representing a positive force flowing through everything. This aligns with the core proposition of empowering the workforce in the health and wellbeing sectors to be a force for positive change.
The refreshed palette brought new life to the logo and brand style - subtly toning down the colours making it more approachable and blending with the softness of the emotive photography style.
At the heart of the creative strategy was the introduction of a more real and authentic imagery style. We wanted to portray the empathy and understanding the organisation has for the everyday reality of the sectors. The intention being to combine imagery of real people from the frontline with engaging quotes about what makes their work rewarding and how they feel empowered through their training.