IDEAS, along with partners TWsquared and Integrated Insight, was tasked with rebranding Florida’s Workforce System resulting in a successful common brand that is customer-focused and delivers consistency across all regions.
The 15-month project from Team IDEAS included market research and a collaborative process involving more than 1,500 stakeholders, from job seekers and businesses to regional workforce board leaders, front-line workforce professionals and strategic partners. The IDEAS StoryJam process kicked off the project to unify the 25 brand names for the state and local workforce boards as well as numerous other brands associated with the system and its career centers.
This goal of the process was to strengthen the brand architecture of the Florida workforce system through a unified identity to enhance awareness of and access to services whether delivered or received online or in person. The common brand communicates a 21st century promise of universal access and consistent and quality services to Florida employers seeking skilled talent and Floridians seeking assistance with career, employment and training opportunities. It also links Florida’s workforce development efforts — local and state — to regional and state economic development priorities as well as talent development partners and stakeholders in education, economic development and industry.
In addition to the new brand, Team IDEAS created the new CareerSource Florida website, careersourceflorida.com, where job seekers — entry-level to professional — and employers can go to connect to the state’s online job-matching tool and employment and training resources available throughout Florida. The final step of the process was an interactive rich-media eLearning for all CareerSource employees that included instructional design, user interface design, original video production, post production and programming.
CareerSource Florida was honored with the 2014 State Excellence Award for Leadership (SEAL) by the National Association of State Workforce Agencies (NASWA) for the re-brand initiative.