Communication strategy and branding for CBPEP
With over 12 million people unemployed in South Africa, creating employment is at the top of the public and political agenda. This programme, working at the interface of government, the private sector and civil society, was designed to build capacity and infuse innovative, agile thinking into the approach to solving the growing unemployment crisis.
The brief
Lushomo’s role was to work with the Capacity Building Programme for Employment Promotion (CBPEP) to find and communicate the stories in the programme’s work and spread its key messages to a diverse group of partners to galvanize engagement and action.
Our approach
To provide long-term support for this dynamic project, we first finalised a detailed communication strategy, in line with the advocacy, communication and visibility priorities.
We then drew up a practical work plan that fed into a distinct brand identity and the development of a range of communication products, all driven by people-centred storytelling.
Visual language
The central motif is a forward-pointing arrowhead representing progress. This adaptable design element is used in different sizes and formats, layered with people-centred photography and bright, punchy colour blocks.
The deliverables
This multi-deliverable project spanned two years and, in addition to full-suite branding, included a detailed project website, reports and infographics, video stories of project initiatives, static and animated social media assets, communication products for multiple physical and online events, and continued media/visibility support.
The highlights
At the end of the two-year collaboration the CBPEP close-out report stated that, “Over and above the impact in terms of brand recognition and engagement, the contribution that a vibrant and informed communications strategy has made to knowledge sharing and social learning has been significant and substantial”.
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