Overview

A union stands for many things: solidarity, connection, community action, and mutual success. But what happens when membership dwindles and inspiration levels fall? WJ began work with CUPE Local 417 in 2023 to undertake a rebranding process. This process would aim to strategically revitalize their organization’s purpose, messaging, and presentation in order to boost membership.

Challenge

Unions generally struggle with reaching the younger generations, who usually do not understand what it is unions actually do for workers like them. Compounding any pre-existing bias, CUPE Local 417’s brand had stagnated over the course of many years, leading to an exaggerated perception of being outdated. Cue us.

Insight

Unions don't exist in a silo. Understanding a union is to understand the community around them. And that's where we started, creating a holistic picture of Red Deer and beyond, and where CUPE 417 slotted in. Our findings became the foundations of a new written and visual brand, which in turn inspired a new website – focal points for members old and new to rally around.

Results

"Hundreds of members attended the brand launch event for CUPE Local 417, far surpassing the numbers seen at previous meetings," says WJ's associate Creative Director, Melissa Thorne, "That's a good indicator that the new brand is having its intended effect. Moving forward, CUPE Local 417 now has a powerful tool to deepen connection with stakeholders and policymakers outside of their union, too, ensuring their advocacy efforts resonate across diverse platforms."

See the brand in action on the WJ-designed and -developed website here 👉 https://cupe417.ca/