Employment Plus needed to draw on the Salvation Army heritage but also provide a compelling proposition for employers as well as job seekers.
Awareness of the Salvation Army brand is very high, but it’s mainly known for its charity work. We needed to leverage the Salvation Army’s brand strength and good will in the community but also give Employment Plus it’s own identity to ensure it could compete against other employment service providers.
Working closely with the leadership team and key stakeholders, we created an endorsed brand architecture strategy to create a distinctive employment brand, backed by The Salvation Army.
The new brand proposition refocused the organisation on ‘empowering growth and opportunity’ for both employers and job seekers. This was supported by a powerful belief system and value set that balanced the charity’s strength with a professional business mindset to create a new culture of service across the organisation.
The brand messaging was then tailored for both employers and job seekers to drive brand engagement.
The Salvation Army crest was kept as strong endorsement of the brand’s heritage. This was combined with a fresher, contemporary and more friendly typeface.
A set of secondary colours was carefully selected to modernise the brand but also complement the Salvation Army red. The image style is designed to evoke optimism and showcase personal relationships.