CareerSource Florida
Houston, TX
CareerSource Florida tasked IDEAS, along with our partners TwSquared and Integrated Insight, with rebranding Florida’s Workforce System. The key was to create a successful, customer-focused common brand that delivers consistency across all regions.
The 15-month project from Team IDEAS included market research and a collaborative process involving a range of more than 1,500 people:
- Stakeholders, from job seekers to businesses
- Regional workforce board leaders
- Frontline workforce professionals
- Strategic partners
The IDEAS StoryJam process kicked off the project. Our mission was to unify the 25 brand names for the state and local workforce boards, as well as many other brands associated with the system and its career centers.
This process’s goal was to strengthen the Florida workforce system’s brand architecture. We did so through a unified identity to enhance awareness of and access to both online and in-person services.
The common brand communicates a 21st-century promise of universal access alongside consistent, quality services to two primary groups:
- Florida employers seeking skilled talent
- 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. Meanwhile, it links talent development partners and education, economic development and industry stakeholders.
In addition to the new brand, Team IDEAS created the new CareerSource Florida website (CareerSourceFlorida.com).
There, employers and entry-level to professional job seekers can connect to the state’s online job-matching tool, as well as employment and training resources available throughout Florida.
The final step was an interactive rich-media eLearning resource for all CareerSource employees. It includes instructional design, user interface design, original video production, postproduction and programming.
The National Association of State Workforce Agencies (NASWA) honored CareerSource Florida with the 2014 State Excellence Award for Leadership (SEAL) for the rebrand initiative.
