UNITED DOMESTIC WORKERS

Brand IDENTITY + launch campaign

ABOUT THE WORK
United Domestic Workers of America is a home care and childcare union based in California. Originating over 40 years ago by the followers of Cesar Chavez, UDW now supports over 170,000 providers in 40 counties who offer high-quality care to children, seniors, and people with disabilities. As a union founded by people of color that serves a membership that is by majority women and people of color, they work to create a world where equality and dignity are possible.

The new brand for the union was developed with collective power top-of-mind. The bold serif font and stylized W create a word mark that symbolizes the strength in community, while making sure that every worker’s individual impact is recognized. The • (dot) in the W represents how each member contributes to the community or family they serve in their own distinct way. The colors, typography, graphic elements and photography all support the historical legacy of the union while embracing a contemporary aesthetic.

IMPACT
To launch the brand, we created a suite of print and digital collateral that celebrated the union and the power of the members’ stories. The videos and content generated:
→ 10 million ad impressions
→ 3.1 million ad completions
→ 28,700 visits to the new UDW landing page

MY ROLE
Art direction for the design of the new brand
Art direction, storyboarding, and design for video
Production design for printed and digital collateral

ADDITIONAL CREDITS
Landing page development by Aaron Long
Video production and animation by Ali Bibbo and Jordan Spalding

Changing the Future for Care Workers

To launch the new brand and continue the forward momentum of the union, we wrote and produced an introduction short to tell the story of UDW’s impact in their local community. I provided graphic treatments, storyboard designs and overall art direction.

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