SLO Partners
Changing lives one job at a time.
The Client
Specializing in creating career pathways that lead participants to careers with local companies, SLO Partners has proven successful with many of those who graduate from their programs and go on to careers they enjoy.
The Challenge
After much success, the brand needed to be refined and repositioned. As this organization works as a “matchmaker” between local businesses and citizens, the brand needed to be able to speak to both sides of the engagement (B2B, B2C) and appeal to their specific needs as they craft career pathways to benefit both parties.
The Strategy
The brand strategy was developed to portray an approachable, yet professional option for locals looking to stay in the region. Keeping this in mind as well as the condition of their marketplace and competition, we needed a brand that has personality, relevancy, and is trustworthy. The strategy was developed to include several approaches to the market due to the divided audience of B2B and B2C. The accommodation of this fact empowered the brand to be scalable – as well as adaptable – depending on the environment to be as effective as possible.
The Design
The identity for this brand was created through the strategy by envisioning a solution that would appeal to both B2B and B2C and not limit the organization from future growth. Based on our research, the elements we incorporated in the design complimented and counteracted the emotions, thoughts, and notions that the target demographic may have. The concept is based on a sun rising over a horizon to symbolize a new beginning, hope, and a new chapter in life. The sun represents a “hub and spoke” design reflecting the unity of the services they offer and evokes a feeling of upward motion, leadership and aspiration.
The Creative Solution
Creating a brand that successfully communicates with both the B2B and B2C markets was key since those two audiences are what create the value of the service and organization. The creative solution of the brand positioning and strategy enabled the organization to stand out among the many online options but also be relatable and locally focused.
The Results
Brand clarity that drives the messaging of the solutions and brings hope to the community they serve.
The Shift
SLO Partners moved from a successful regional program into a clearer workforce-development brand that could speak to local employers, participants, and community leaders with one scalable identity.
Since the launch of the rebrand, SLO Partners reports that more than 1,200 residents have gained new skills, with these efforts contributing $16 million to the economy of San Luis Obispo County.
Learn more why our solutions drive results.
What Improved
Two audiences had one system.
The brand could address both businesses and career-path participants without splitting the organization’s identity.
The message felt more polished.
The refreshed identity gave civic partners, employers, and participants a clearer sense of legitimacy and purpose.
The mission became easier to grasp.
The strategy framed SLO Partners as a practical bridge between local opportunity and local talent.
The brand could flex by context.
The system supported different outreach needs while keeping the organization recognizable and unified.
– Paula M. (Program Director)
