Case Study:
Hired
How might we Reposition employment and career services around equity?
Hired is a nonprofit organization that serves residents in the Minneapolis-St. Paul metro area. While Hired’s work has always been rooted in empowering workers and families by building a more inclusive economy, their former brand did very little to promote and advance their mission.
Learn
To ensure that Hired’s brand refresh was an authentic yet aspirational representation of the organization’s work in the community, Olio interviewed members from multiple target audiences, including program participants, partners, and funders. We also facilitated a brand personality workshop to create space for a cross discipline group of Hired staff to express their ideas of who Hired is and where they’re going.
Strategize
Using community voices to guide Hired’s new brand direction, Olio developed a brand strategy that leans into the organization’s ability to see their program participants as more than meets the resume, and reflects the lived experiences of its community. The brand’s personality is empathetic, yet reputable—helping others see in job seekers what Hired sees in them.
Activate
Hired’s brand refresh includes a logo and tagline that emphasizes partnership and forward progress. A vibrant yet simple visual system projects confidence and creativity, while photo-centric assets put Hired’s participants boldly front and center.
Results
increased donor engagement and contributions
easy access to programs and services
engagement materials that center respect and dignity