Actiris
Actiris, the Brussels Regional Employment Agency, is getting a makeover! The Brussels-based organisation is adopting a new visual identity and reorganising its brand architecture, all with one goal in mind: making sure it has all the tools it needs to support and boost a changing job market.
Challenge
The main challenge was to simplify the paths of job seekers and employers within the Actiris ecosystem. The coexistence of several brands, including Actiris and Select Actiris, complicated the readability of the offer and dilute the strength of the message. It was also necessary to increase the visibility of the brand and modernise its expression, while respecting its fundamental identities (logo, colours and baseline).
Solution
The first strategic decision was to bring Actiris and Select Actiris into a single brand, capable of simultaneously addressing job seekers and employers. This convergence was complemented by new rules to structure and clarify the brand architecture of services, tools and products. This work served as a basis for the evolution of visual identity, allowing us to reveal more clearly the societal mission of the Actiris.
Impact
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The project has strengthened the link between the two key audiences of the Acttiris. The unique brand now acts as a stepping stone, facilitating meetings, exchanges and professional opportunities.
Reconnect job seekers and employers
A course shaped
The new visual identity is based on a register of forms inspired by the career paths of job seekers and employers. These shapes visually reflect the accompaniment, while bringing coherence and dynamism to the graphic system.
The graphic system is enriched by an inclusive iconography and illustrative universe, reflecting the diversity of audiences and the unifying character of the institution. An accessible identity, human and positive, serving all those who use Actiris.
An inclusive identity
‘The accompaniment work provided by Minale Design Strategy allowed us to converge our various brands and sub-brands towards a unique, strong and more accessible brand for our customers and users.’
Marc Njeim, Head of External Communication at Actiris
