WPTI IS WORKFORCE

A Bold New Look

On the cusp of celebrating its 20th anniversary, WPTI (formerly Workforce Professionals Training Institute), an intermediary organization that supports the workforce development sector, was ready for a bold new look. We spent the first part of the engagement taking stock of the organization's many successes as well as its goals for the future. With WPTI's ambitious plans for growth in mind, we designed a new logo and messaging strategy and created a dynamic website that showcases WPTI's national impact as a leading intermediary in the workforce development field. The outcome is a powerful digital hub that enhances access to workforce resources and support.

Services

Branding + Custom Graphics
Content Strategy
Technology Audit
Website Design + Build

Branding

In developing WPTI’s brand, we wanted to create a look that was as bold, engaging, and dynamic as the organization itself. Through clean lines, energetic colors, and an arrow that says “upwards and onwards,” the logo says a lot without any distracting clutter.

The addition of the triangles provided a flourish to the brand as well as a design element that could be deployed for added effect across all of WPTI’s collateral and materials.

To complement the logo and help people to understand WPTI’s “why,” we created a tagline that demonstrates the energy and commitment the organization brings to its work.

Custom Graphics

We developed custom graphics to effectively signal WPTI’s programs and content at a glance, including:

  • 10 lead images to accompany the subject matter WPTI covers in its e-courses

  • visual elements to enliven WPTI’s impact statistics

  • branded report templates that underscore WPTI’s results-driven A3 approach to advancing the workforce development field: Activate, Accelerate, Amplify

  • a family of graphics to underscore the five problems WPTI solves for.

Content Strategy

Organizations like WPTI, which serve as intermediaries within their sectors, often face greater challenges in articulating their value compared to frontline, direct service providers. To craft a clear and resonant tagline and top line message, we conducted an in-depth process—reviewing materials, engaging stakeholders, and collaborating closely with the team to distill their insights. Our goal was to sharpen the messaging and shape a cohesive narrative that authentically reflects WPTI’s core mission and impact.

Technology Audit

Like many non-profits, WPTI had accumulated a patchwork of tech solutions to meet a wide variety of needs. Our goal was to optimize their tech infrastructure to be efficient and easy-to-manage without breaking the bank.

Our website architecture process began with an assessment of customer information flow with regard to e-commerce, donations transactions, and mailing list sign-ups. We evaluated all of the options and presented the pros and cons of all of the possible solutions to arrive at a manageable data collection, .

Where several different platforms were involved, we identified ways to more simply streamline both the user experience and the back-end process.

Website Design + Build

WPTI wanted a website that reflected its role as a leading intermediary in the workforce development space. To ensure that the messaging stayed crisp and the content unfolded intuitively, we first devised an information hierarchy. Then we created a system of visual categorization, developing graphic elements that standardized the website’s appearance and made WPTI’s impact shine through even at a glance.

We built the site on Squarespace to make it easy for staff to maintain, but used custom coding to get the site to look and function just right.

more case studies