America's largest federation of labour unions hired us to reposition their member unions. The goal is to move the needle of public opinion on how Americans view unions. We would also be focusing and re-invigorating their 8m members.

Based on our 'Modern Work' brief, we set out to update the very familiar palette that characterises labour unions with a look that could address any job in America.We created animations that placed the user in the story, so the character design would acknowledge every possible archetype, and as many industrial activities as possible. We wanted a warm, personal experience, that would speak to anyone that visited the site. With a huge amount of text, we relied on typography to keep things feeling intimate and compelling for millions of Americans of every demographic.

We received:-80m+ earned media impressions-320,000+ site visitors-660,000+ social media impressions-Nearly 10% improvement of labour's perception in the 3 pilot cities.-FWA 'Site of the Day'-One Show Interactive finalist