In 2025, Tennessee launched TNWorks, an innovative workforce initiative designed to bring together six state education and workforce agencies under one unified brand and mission: helping employers find the workforce they need while connecting Tennesseans to quality careers.
How do you unify six state agencies into a single, employer-ready brand? When Tennessee launched TNWorks, the pieces were all there: the programs, the resources, the ambition. What was missing was the identity to hold it all together. So we designed it.
The Challenge
Six Agencies. One Streamlined Solution.
The Tennessee Department of Labor & Workforce Development (TDLWD) and Tennessee Department of Economic and Community Development (TNECD) needed a brand identity that would position TNWorks as a seamless workforce solution for employers.
The challenge was clear: Tennessee offered strong workforce resources, but the experience for employers and economic developers was fragmented. Companies expanding or relocating to Tennessee often had to navigate multiple agencies and disconnected programs to access workforce solutions.
TNWorks streamlines that experience into a single, cohesive entry point.
The Work
Building a Workforce Brand for Tennessee’s Future
We developed a modern visual identity and messaging platform designed to resonate with employers, economic developers and site selectors.
The final logo incorporated six notches surrounding a central circle, a visual representation of the six core agencies united through TNWorks. The accompanying tagline, “Tennessee’s Single Source for Workforce,” clearly articulated the program’s purpose and value proposition.
We built out a full brand identity outlining messaging, tone, typography, visual standards and applications to ensure consistency across all touch points. Additional deliverables included key messaging, event signage, tabletop displays, a branded backdrop, rack cards and other launch collateral.
To introduce the initiative publicly, we produced a high-energy launch video focused on the critical role workforce development plays in Tennessee’s economic success. The program debuted at the 2025 Governor’s Conference before an audience of approximately 800 elected officials, economic developers and state leaders.
The results
Strong Debut. Stronger Foundation.
The launch generated strong enthusiasm among stakeholders and employers while helping establish TNWorks as a unified, recognizable workforce brand for Tennessee.
State leadership highlighted the initiative and its messaging following the launch, reinforcing its importance as a cornerstone of Tennessee’s economic development strategy.
By transforming a multi-agency initiative into a cohesive and compelling brand experience, we helped Tennessee position TNWorks as a clear, accessible and employer-focused workforce solution built for long-term growth.
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