The government has created a uniform brand identity for its new, joined-up careers advice and adult-skills services – a move that could see it investing in new business cards and business card holders, as well as notepads, folders and stationery.
Next Step, which is a joint venture between the Department for Work and Pensions, the Department for Business, Innovation and Skills, and the Learning and Skills Council, will be promoted as a streamlined service that will result in public sector savings.
As well as a careers advice helpline, the Next Step website will be used to collate information on CV writing, accessing education and training, and getting financial support during career development.
According to the marketing firm behind the Next Step branding, Dave, the name was chosen to ensure the careers service appealed to widest possible audience. Dave claimed the word careers was associated with middle-class professionals.
1 Charles, Gemma. “Government creates new identity for skills bodies“. Brand Republic, December 7th 2010.