The AFL-CIO re-branding campaign was about pushing perception of the Unions from anti-everything to Pro-Something. That thing is work.
To do that we created a massive experiential website that uses your own experience to help you re-consider what work really means.
To do that we created a massive experiential website that uses your own experience to help you re-consider what work really means.
This is one of dozens of customizable animations on the site.
Featuring details of your actual job and industry, pulled from the Bureau of labor Statistics, we wrote these to be specific enough to be emotional, but general enough that every single American could see themselves in these animations.
We updated the classic lexicon of labor iconography, using an open-source library of imagery.
We also took the labor manifesto and re-wrote it with a nod to the past, but a more open perspective about the value of work.
During the presentation the client cried...
We created the "Work Cloud" a mapping of workers, not grouped by class, or income, but by their connections to your own life.
In all the media leading to the site, as well as on the social properties of the hundreds of local affiliates we created a consistent look & feel, so the Unions still felt like a movement, not disorganized.
