Union Strong
Presidential administrations come and go, but the movement for better jobs, better wages, and better rights for working people continues. The Los Angeles County Federation of Labor (LA Fed) has been representing workers in our city and county for over a century, but even established unions need to adjust for a changing advocacy landscape. We partnered with the LA Fed to strengthen their digital presence and–ultimately–strengthen their numbers.
1 — The Challenge
An open invitation
We were tasked with rebuilding the LA Fed brand, website, and digital tools in a way that would combine form and function for union members and non-union members alike. It was up to us to create a brand identity that could speak in concert to organizers and the general public alike while promoting engagement and activation.
2 — The Brand
The bold and the beautiful
With a goal of greater engagement and mobilization among new and existing members, the LA Fed noted their desire for a fresh, more relevant brand identity. One that screamed energy, power, boldness, and a sense of pride while still being practical. Form AND function.
Expanded color palette — We evolved the brand with an expanded, vibrant color palette and modern icon set.
Brand guide — We provided the LA Fed with the specifications needed for brand consistency in the future.
Visual identifiers — Adding to the utility and user experience of the website, we created a color-coded tagging system for various content types.
3 — The Website
Speaking to the masses
Incorporating stakeholder feedback was a critical part of ensuring the new LA Fed website would be useful for the thousands of diverse union members, partners, and the general public. As such, the website offers both Spanish and English language options throughout the navigation and resource pages. Additionally, each landing page includes multiple opportunities to engage, whether that be connecting with the LA Fed on social media and via the email program, attending an event, or participating in an advocacy action.
UI Kit — We developed a UI kit with simple standards for consistent implementation across pages.
Mobile optimization — Ensuring a useful experience for the masses means meeting them where they are. We developed a mobile-optimized, responsive experience of the site for our audience on the go.
Playful design — We always love a good Easter egg and playful 404 design within the boundaries of the tone/voice of the organization.
4 — Results
Justice. Solidarity. Empowerment. Dignity. Respect.
These are the values that have defined the labor movement for decades, and the tenets that will lead the newest generation of workers. As one of California’s most successful labor unions, we are proud to partner with the LA Fed and look forward to watching their reach and impact continue to expand.