Rebranding for the 25th anniversary: JobTV becomes FocusMedia
JobTV is celebrating its 25th anniversary with a new look and a new name. The NPO FocusMedia continues to support jobseekers from the media industry, offers a wide range of specialist courses and tailored job market coaching - and is now clearly focusing on the new media and Work 4.0.
What once began as a TV programme for the unemployed has developed into a national non-profit organization that helps jobseekers from the media industry get back into the job market. 25 years have passed since JobTV was founded, the media landscape has undergone extensive transformation and the demands that today's job market places on applicants have changed massively.
In order to do justice to this change, founder Kurt Reinhard and Managing Director Markus Humbel, together with the nine-strong team, have not only continued to develop the range, but have also implemented a far-reaching restructuring including rebranding.
JobTV is now called FocusMediais organized in a cross-media and agile way, promotes self-directed learning and relies on peer-to-peer coaching. A process that was long overdue, according to Reinhard: "Our concept and brand had been in need of a makeover for a long time. The name JobTV was misleading, as we haven't produced a TV show for 15 years." Rebranding means recognizing the signs of the times and anticipating the future, says Markus Humbel. FocusMedia now sees itself as a competence platform, enabler and networker and offers cross-media projects, workshops and further training courses that enable participants to update their skills in the specialist areas of graphic design, web development, video, social media and multi-channel publishing.
In-house rebranding
Unlike most companies, Reinhard and Humbel did not bring a renowned branding agency on board for the new brand identity, but instead implemented everything in-house, from the naming and logo to the website and the realization of their own font. The aim was to do justice to the comprehensive and contemporary range of services visually. With the new, fresh image, Humbel has worked with participants to give the brand a visual identity that represents this spirit and is relevant for the future.
Exchange at eye level
Most participants have skills that others can benefit from, which is why FocusMedia is now focusing heavily on peer coaching. This co-learning brings added value for both sides. Not only in terms of know-how transfer, but also in terms of social skills and self-confidence. "Big stars only appear in clusters," Kurt Reinhard quotes the astrophysicist Harry Nussbaumer. "I think this idea describes FocusMedia's corporate culture and shows where we are heading in the future."
