Redefining the public employment service of Mislata
Now ADL is Mislata Impulsa. A change of identity for a public service that is updating itself to adapt to the new conditions of the labor market.
The old ADL is changing its name (the name). Mislata Impulsa is the entity responsible for managing employment policies and career guidance in the city. Its change of identity is related to a shift in the employment policies model aimed at making it a more useful and citizen-centric service.
People as a key element in brand creation
The narrative that, according to the brief, the new brand had to convey was personal, close, effective, current, participatory, and dynamic. With this premise, the name ADL was generic and did not convey the intentions of the new service. Therefore, a evaluative approach (rather than descriptive) was chosen, giving rise to the name MISLATA IMPULSA. It had many advantages: easy to remember, good sound, a direct association with the designated content, and it avoids the dual Valencian-Castellano nomenclature that had caused problems until now.
