The Big Idea
Ensuring every worker has high opportunity employment.
SkillUp Coalition is dedicated to helping workers get hired for in-demand jobs in high-growth industries. Over the past three years, their work expanded across the United States, their team grew to better represent the demographics of the workers they serve and their offerings shifted to meet the needs of workers in various regions, sectors and working environments. They needed their brand, messaging and visual identity to reflect these changes and their exciting growth while continuing to highlight worker stories at the forefront.
SkillUp is grounded in the value of Worker First. Their refreshed messaging and identity had to be similarly authentic, leveraging the voice of the audiences SkillUp serves, and keeping the brand modern, fresh and exciting while highlighting their immense growth and big goals for the future. Waypoint Collective conducted worker interviews and captured authentic stories which powered the messaging, branding and annual Impact Reports.
Waypoint strengthened SkillUp’s value proposition to connect with national and local partners, funders, and workers. We highlighted who SkillUp is, their brand promise, mission, vision, beliefs, and tone of voice centered on the worker voice.
We expanded their brand identity through additional colors, shapes and patterns to enhance their visual identity and clear photo treatments to provide consistency–all encapsulated in a new brand playbook to ensure all stakeholders were equipped with the tools they needed.
We also created animated graphics for use on social media and in videos which brought the joy and vibrancy of their brand to life.
We conducted worker interviews and crafted content for a story series that would showcase SkillUp participant pathways and speak to other workers, partners, funders, and policymakers. We also designed a worker story template and social media images.
We helped capture over three years of growth, performance and partnership in SkillUp's latest Impact Report. The report highlighted the commitment to excellence, diversity and worker-first inclusion for this growing nonprofit coalition.
We wrote and designed an impact report that appealed to a wide variety of audiences in a visually appealing, dynamic and vibrant package. We highlighted worker testimonials and quotes throughout, featuring the diverse voices of those who have directly accessed and been impacted by SkillUp’s various resources, offerings and opportunities.
We established a “child brand” for SkillUp’s local chapters, with unique and tailored visual identity, messaging and templates to help with the scaling of the brand. See the full LevelUp case study here >>>