The public establishment France Travail has announced that it is teaming up with the agencies The Good Company and The Good Design to “open a new chapter” with the creation of its new brand France Travail Pro. A campaign broadcast from October 28 in the press, radio and digital will accompany this launch.
It was in January 2024 that Pôle emploi changed its identity and became “France Travail”. Behind this transformation was in reality an entire reshuffling of the government agency, through the creation of a new identity. The Good Design agency, dedicated to brand design, was selected to support France Travail in this in-depth internal change. After the creation of the new logo, it was mandated to imagine the new graphic territory of the public establishment.
Compound “a rich and harmonious color palette and a warm illustrative universe”a modular graphics system was chosen. “Ultimately: a modern and refined design, faithful to the ambition of the brand, without artifice, but with a real impact“, summarizes Martin Caro-Lassalle, creative director of The Good Design, in a press release.
Support the launch of a new brand
The agency was also selected to work on the next project of the first labor agency in France: the launch of France Travail Pro, its new brand intended for businesses. Until now recognized as the agency dedicated to job seekers, France Travail now wishes to position itself as “the labor agency”. The objective is clear for France Travail: to become the HR partner of companies.
And for the occasion, it is the turn of The Good Company agency to take over to announce the launch of this new brand through the deployment of a multimedia communication campaign.
With tones differentiating from the old institutional statements of France Travail, the agency wanted to break the codes for this new campaign. “Evolving with the times also means evolving in terms of form: a more modern tone, a clearer and more conversational discourse that addresses the challenges of recruiters directly. In 2024, we want France Travail to be perceived as a brand that understands the world of employment”assures Nicolas Gadesaude, creative director of The Good Company. This campaign is broadcast from October 28 in France and overseas, on billboards, in the press, on radio and digitally.
