Case:        Part 1    Part 2   Part 3

In 2019 we were approached by Rostrud (Federal Labour and Employment Service). They wanted to shift from being a service where people only came to get their unemployment benefits to being the organisation that proactively helped people find jobs and was involved into educating, training, consulting and adaptation. We began a huge project by defining their new mission, updating the naming, the basic visual style and creating exterior and interior solutions for their offices. Besides, we delivered a fun animated film explaining the changes to customers and employees. 

After the project was launched, regional offices realised they needed to design new touch points and communication channels. However, at first regional offices tried to do it on their own which lead to inconsistent solutions. The client eventually came to us with a new task to develop the visual identity for all communication channels and to design employment centers based on the previous experience. 

We began the work with a series of interviews with officials, did some research, looked into quite a few design projects and found the problems in regional communications. Then we began planning and building a huge project to cover the need in the new communication system (digital and printed media), detailed guidelines for various retail formats, CJM and a new navigation system for the client’s offices.

We broadened the usage of the key graphic element: pattern could be used as a stand-alone element, as a container for photos and as a background for illustrations. We developed general rules for each usage type and layout type.

We arranged all types of communication and divided them into image, service and product types with a design system for each type. The image ones used characters inside the triangle, the service ones – characters against photo background with a navigation element and the product ones used illustrations. The service layouts had navigation throughout all services provided. Together with customer friendly text for employers and future employees it all formed a consistent system.

In order to make the communication design process easier for all offices, we created a constructor for photos and illustrations. The photo constructor consisted of characters and separate backgrounds: opportunity to use one character against different backgrounds gave the tool greater flexibility.  

The same principle was used for the constructor of illustrations: we created a set of characters shown under several different angles, with different emotions, looks and surrounding interiors. Designing communication layouts became so much easier with this tool! 

Together with the client we arranged the structure and logic of the employment services, changed the naming and developed icons for each service.

A huge part of the project was about creating a constructor for exhibition stands based on the common types of stands (small, medium and large). All stands were planned to be like little offices of the Employment Service with the same design rules and materials, so they would be seen as an extension of the larger branded space.

All types and principles of communication design as well as business documentation were included in a detailed brand guide. 

The upcoming two parts of the project will be about the navigation system built with regard to inclusion policy and the exterior and interior design of the employment centers.