Labor Goes Electric
Increased automation, rising inequality, a hostile administration. This was (and still is) a moment of truth for working people everywhere. UFCW 770 set out to fire up its members to seize the moment. But how do you get busy, hard-working people to go the extra mile and self organize?
1 — The Challenge
A fresh face to an old friend
UFCW 770 didn’t need to reinvent the wheel. All organized labor needs is a new, modern approach to its historic roots. To go forward, workers must go back to the basics.
We brought new tools to a proven approach. We built an electrifying new brand, website, and digital strategy that empowered members to organize from the ground-up. We also crafted a unifying message to show members across a huge array of industries their common cause in the fight for a better deal. Our strategies included creating conversations across the union and helping to identify a corps of vanguard members who will be the next generation of union leaders.
2 — The Brand
Branding unionism?
It’s all about showing the world what sticking together can really do. Think of it as giving unions a megaphone in a crowded room. It’s not just logos or catchy phrases; it’s sharing those success stories and real-deal benefits of joining up, making it super relatable. In a sea of endless info, a solid, cool brand vibe helps unions pop, attracting new folks while keeping the crew already on board pumped. It’s like saying, “Hey, together, we’re unstoppable.” And that’s a message that really resonates.
Brand Identity — A striking, central logo pays homage to the formidable power of united workers. Crisp, instantly recognizable icons guide members as they navigate through the site. The future of organized labor is looking bright.
3 — The Website
A digital breakroom
Think of it as the ultimate hangout spot for workers. It’s where you drop in to catch up, swap stories, and see the real impact of sticking together. This isn’t just any old website; it’s the heart of the movement, a place to showcase victories, share insights, and, yeah, even brag a little. Plus, it’s like an open house for anyone curious about joining the crew, giving them a sneak peek into what makes this movement fire. It’s all about connection, celebration, and, let’s not forget, a bit of recruitment magic. By making it vibrant and inviting, the website becomes the go-to hub that keeps the spirit of the movement alive and kicking, pulling in more folks to the cause. Because when you’ve got a space this cool, who wouldn’t want to be part of the action?
Website Design — We reimagined a site as bold and diverse as the workers who would use it, in an accessible style that arms them with all the resources and benefits that UFCW can offer, right at their fingertips.
Website Design — It’s more than a website, it’s where unity meets action.
Flexibility to pivot in a crisis
As the pandemic set in, Swell worked urgently with UFCW 770 to provide a timeline of the union’s response to the crisis.
Our flexible system of design and development allowed us to quickly make changes and add functionality to the existing site without disturbing the news and resources members relied on.
4 — Social Media
Even the power of grocery workers across California needs a signal boost
Town hall meetings. Votes. Worker profiles. We designed a cross-platform social media presence to serve as a hub for sharing incredible stories, highlighting ongoing union initiatives, and promoting collective action.
Social Media — Spreading the word, one post at a time by taking real stories and opinions to the public square.
IRL Rally — The first step in organizing is discovering the power of human connection through events.
5 — The Results
Labor speaks many languages
To maximize the power of the union, we needed to speak to people with a diverse array of interests and priorities. This meant the way we communicated with members and potential members had to be tailored to their needs. We successfully launched foundational elements (brand, website) that then let us talk directly with folks through social and events and provide them with the resources they needed in the format they preferred—be it digitally or in print. And UFCW 770 significantly grew their membership, helping them win arbitrations with conglomerates, stop mergers, and pass bills to keep workers safe.
