THE POWER OF
EMPLOYMENT

WORKINGNB

In 2021, the New Brunswick Department of Post-Secondary Education Training and Labour engaged us to help them develop a new brand for their Employment Services branch.


DELIVERABLES

  • Three bilingual logo concepts

  • Brand architecture & tone of voice

  • Bilingual brand book

  • Bilingual marketing campaign

CHALLENGE

The department gave us a name to work with (WorkingNB / TravailNB) and asked us to develop a bilingual logo that worked with GNB brand standards, and that both linguistic communities would accept as linguistically balanced.

STRATEGY

We developed a logo that when read from top to bottom was English first, but when read from left to right was French first – an elegant yet simple solution.

We also implemented clear and simple messaging that helped the Department clarify their brand pillars and highlight their value proposition to audiences.

RESULTS

Our client was immediately taken with our bilingual logo solution, and our brand launch campaign achieved broad reach using multi-channel campaign tactics to quickly respond to pandemic-related employment needs.

Public awareness of the agency has already lifted significantly.