Allentown Works
A program dedicated to removing barriers to employment in Allentown, Pennsylvania
brand strategy, brand messaging, visual identity, ad campaign, art direction
Allentown Works is a workforce development program with an ambitious goal: reduce unemployment in Allentown's priority neighborhoods by over 60% and citywide by 4.75% by 2030. But a program can only be as effective as its reach, and to make a real dent in those numbers, residents first needed to know it existed.
Working alongside the City of Allentown, the Allentown Economic Development Corporation, and community residents, I developed a dynamic visual identity designed to meet people where they are. The brand needed to feel energetic and approachable, credible enough to represent a city-backed initiative but warm enough to connect with the everyday residents it was built to serve. With a significant Spanish-speaking population in Allentown's priority neighborhoods, all materials were designed to work seamlessly in both English and Spanish, ensuring the program could reach as much of its audience as possible.
Connecting Faces to a Name:
Including photos of the Power Cohort—a team of Allentown residents who are committed to connecting their communities with the resources and opportunities available through the Allentown Works program—was a way to gain community trust.
Bright Futures:
The Allentown Works visual identity was applied across print, digital, and environmental marketing campaigns, including a branded pop-up tent where the team gave away bags, stickers, journals, t-shirts and more!
Representing the Brand:
The Power Cohort and members of the city and AEDC were often serving as the face of the brand. They needed to look and feel like serious advocates for the program. From polos and water bottles to slide decks and business cards, they had everything they needed to represent Allentown Works with confidence.
