Unifor

An inclusive brand for a national organization

In 2013, Canadian unions CEP & CAW merged to form Canada’s largest private sector union, representing 300,000 members in more than 20 sectors. As a new entity, the union needed a bilingual name and an identity that would represent their progressive goals, inclusive attitude and new outlook.

Project completed in 2013 while employed at Pivot Design Group.

Art Direction Research Brand & Visual Design

The Research

I conducted a deep discovery of over 30 unions nationally and abroad to analyze their identity, brand personality and communication materials. I learned that European unions were far more progressive and modern than Canadian or American unions. From my the research, the union decided to pursue a more European approach.

The Process

Working with consultants at Stratcom Strategic Communications, stakeholders chose the name Unifor. The brand look and feel focused on being personable and approachable instead of aggressive and confrontational. Representing real people in the union was key.




With over 700 locals post-merger, Unifor needed an identity system for regions and locals. I was responsible for developing the system and directing a design team in the creation of customized logo kits for each region and local.

Art Direction

Since their inaugural launch in 2013, I managed client relations with Unifor and aided in building their brand across numerous applications, communications and campaigns both internal and external.

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