Redefining the Valencian public employment service
Now the Servef is Labora.
Redesign and new identity for a updated public service to adapt to the new conditions of the job market.
Naming the new brand
The story that, according to the brief, had to tell the new brand was honest, close, effective, current, participatory and dynamic.
With this premise, the name of SERVEF, was descriptive but did not convey the intentions of the new service. In addition, among the citizenship, this name was associated with a perception of significant discredit. Therefore, we opted for an evaluative way (instead of descriptive) and the name of LABORA arose.
The new name had many things in his favor: short word, easy to remember, good sound, direct association with the content he designates and avoids the double Valencian-Spanish denomination that until now had caused problems.
Labora is the fruit of a previous process that involved the stages of diagnosis, debate and dialogue, consensus, action and evaluation, to then move on to a strategic analysis and definition by our study, in which through design we shaped the new brand and an entire identity that unites the communication of an entity that aims to change the paradigm of what is a public employment service.
Nuevo nombre y nueva imagen para el Servicio Valenciano de Empleo y Formación [Brandemia, 6/11/2018]
Menta configura la nueva imagen de LABORA, sucesor de SERVEF [DissenyCV, 6/11/2018]
Project selected in the ADCV 2019 Awards for the excellence of Valencian design in the categories of Best Naming, Best Corporate Identity and Best Graphics of the Environment.