Case Study / Workforce SW Washington
Visual Brand Identity and Website
Strategy and Approach
Workforce SW Washington brings businesses and job seekers together in the manufacturing, technology and healthcare fields.
We partnered with them to create an inspiring visual brand identity and web presence to give the unemployed hope for the future.
How does the Southwest Washington Workforce Development Council clearly communicate their purpose? Simple: by changing their visual brand identity.
After twelve years of bringing workers and employers together, the Southwest Washington Workforce Development Council realized they had a branding issue.
The name and brand they had developed was not public-friendly, nor did it communicate the extent of their mission, which was to prepare and promote a skilled and adaptive workforce for a thriving economy in Southwest Washington.
New look, new brand, new feel.
Visual Brand Identity
Southwest Washington Workforce Development Council had decided on a more approachable business name: Workforce SW Washington.
We were tasked with crafting a new brand that would clearly communicate who and what Workforce SW Washington was. It was time to shed the “public sector” image.
The solution was straightforward – visually communicate the effect Workforce SW Washington can have on all of Washington’s economy through a series of concentric circles.
Specific Brand Guidelines + Book
It was very important that Workforce SW Washington had their communication and design channels aligned. A style guide would not be enough.
We designed and packaged a comprehensive brand book that defined the entirety of WSW’s brand: everything from colors, typography, photography, to brand voice and tone.
Generally speaking, the logo should exist independently from other content (text, headlines, other logos, graphics and photos) by one half of its width and one quarter of its height.
Our mission was critical – communicate concisely what Workforce SW Washington offers the community, all while addressing two entirely different groups of users: employers and job seekers. The centerpiece of the website had to route both of these users to the right place without compromising the focus of WSW’s mission.
This starts with a deep-dive into the overall structure of the website to formulate a UX strategy.
Designing a clean and simple experience while providing translation and accessibility options required walking that delicate line between minimalism and utility.
“Webfor did an amazing job building the website for our youth career center. Following our brand guidelines, they created an eye-catching and appealing site and offered suggestions to make the site user-friendly and compatible with mobile devices – which is what most of our audience will use to access the site. Stellar professionals, they know their stuff and we would use them again.”
~ Julia Maglione / CRDEC
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