AFL-CIO Design & Branding WORK CONNECTS US ALL by Ss+k New York

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WORK CONNECTS US ALL

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Industry Social Services
Media Design & Branding
Market United States
Agency Ss+k New York
Art Director Alvaro Rivera
Copywriter Nathan Phillips
Released November 2011

Credits & Description

Category: Online Digital Design
Advertiser: AFL-CIO
Product/Service: AFL-CIO
Agency: SS+K
Chief Creative Officer: Kash Sree (SS+K)
Creative Director/Art: Tim Hanrahan
Creative Director/Copywriter: Tony Stern
Copywriter: Nathan Phillips (SS+K)
Art Director: Alvaro Rivera (SS+K)
Director Of Production: John Swartz (SS+K)
Senior Producer: Craig Von Wiederhold
Executive Producer: Elizabeth La (SS+K)
Production Company: B-Reel
Media placement: Website - Online - 1 November 2011

Describe the brief from the client
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.

Describe the challenges and key objectives
After helping to define working America in the last century, America’s unions were seen as part of the problem. Collective bargaining had become a hot political topic and membership was declining. The movement needed a new direction. We needed to prove that union’s are essential part of every American’s life.

We did it with a simple insight. As Americans have become more diverse, they have become more connected, because we all share one thing. Every American works and the value that surrounds work today speaks to all people, regardless of politics.

Describe how you arrived at the final design
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.

Give some indication of how successful the outcome was in the market
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