Or how to give meaning to your job
A new brand identity for a better attractiveness
The Institute of Social Work (l’Institut du Travail Social de Tours, France) was facing a decline in the perceived attractiveness of the work it carries out and a growing lack of knowledge amongst the public about social work in general.
Our challenge was to find a way to change the public perception of social work so as to improve the perceived value of a social work career, and to hopefully help members of the target audience that were looking for new meaning in their jobs.
Our insight came in the form of a question – “Who says that you can’t become rich (in terms of human value) while working in the social fields?
Our idea was to highlight the “human wealth” that these jobs provide and to highlight the emotional value that flows from them in order to attract new candidates.
Our idea inspired us to design a new, more modern brand platform for the client. This was an extensive project that involved creating brand messaging, creating a new brand identity and deploying communication tools, redesigning the website, shooting video testimonials with people sharing real experiences, a social media campaign, displays, and postcards amongst many other elements.