SEIU Local 1000
Local 1000 of the Service Employees International Union is a united front of 96,000 working people employed by the State of California, making Local 1000 the largest public sector union in California and one of the largest in the country.
I worked directly with the Local 1000 Communications Director to develop the "Respect Us, Protect Us, Pay Us." branded campaign as contract bargaining began with the State. The campaign was visible throughout the state as it was covered regularly on broadcast news reports for its organized marches. It also reached the masses through social media and several one-to-one marketing tactics.
Ultimately the campaign was a success and the governor approved a 10% general salary increase, special salary and wage adjustments for more than 300 job classifications, a health care stipend and a reduction in pre-retirement deductions.
The success of the campaign and the branding work led to me redesigning their website as we continued our collaboration.
Several organized "actions" were covered on television and clips were repurposed across social media. These were often located at the California State Capitol with the Governor being the primary audience. We took every opportunity in the mass media to showcase the branding and message in a consistent and clear presentation.
The identity was designed to showcase the core message of the campaign. It was also important that the logo could be used by non-designers in the field to make a variety of DIY signage. It was used on everything from buttons to video presentations. Depending on the context the logo was being used in, we would remove the Local 1000 element. The logo concept was used in future campaigns with various modifications to the messaging.
SEIU Local 1000 members gather at the state capitol to outline their demands for a new contract with the state. State workers are the backbone of California, working tirelessly to care for their communities. But too often their wages, benefits, and working conditions are overlooked by state officials.
Additional view of the event the state capitol.
To make sure the campaign message remained visible in the streets after any march, I designed decals and posters in high traffic areas.
I designed dozens of print pieces to help the Local 1000 Job Stewards inform and convert non-union members into becoming a part of the organization. This particular piece was used in the field to educate non-members and open a dialogue around the benefits of the union.
I created variations of the core design to broaden the message and give members new materials to showcase at their next action event.
I designed several posters and oversized graphics as tool-kits for use in public and event spaces. The poster designs were modular allowing them to be customized based on their placement or event.
Previous to the "Respect Us, Protect Us, Pay Us." campaign I designed several materials for Local 1000. The samples below are a cross section of print, social media, environmental graphics, and more.
With the State of California as the employer of over 96,000 SEIU workers, you can image the amount of reports the state legislature requests. I designed several report covers to help SEIU stand out and create a positive impression.
I also designed various social media assets for all types of campaigns, events, and other updates.
Where would we as a civilization without a good ol’ fashion bumper sticker to spread the word? If you’re a member you can order one here: Get-the-new-local-1000-bumper-sticker
SEIU annual town hall meetings are a high-profile event for the Local's leadership as well as the members. I worked with the Communications Director to develop the theme and coordinate with the event production company on various media displays. I also designed large format environmental graphics and presentation templates for the multi-day event.
Throughout the year there are several "actions" or protests to bring awareness to a particular issue. At this time the union issued a vote of no confidence against the management of a state facility for ignoring CDC guidelines. I was asked to develop signage for the event. Although this idea was well received by the team it was not scaled up as protest sign. This is a Photoshop mockup but dare to dream.
The NextGen Committee was created to serve as a voice for the next generation of union leadership. I worked with the Communications Director to develop the identity and create materials to launch the committee.
I worked closely with the Local 1000 technology team and Communications Director to design a new website experience that leveraged the brand aesthetic we developed over the three previous years.
Although the project was scoped as a design initiative, I contributed to the content strategy and user journey to clarify several subsections with duplicative materials. I also wrote multiple headlines and other section concepts that went to market.
To help with engagement and to visually illustrate to users how member dues are spent, I concepted a simple hover to display how each dollar is allocated.
As you might imagine, the organization produces several documents that need to be immediately accessible to their members across the state. Depending on the volume of documents I designed multiple formats for people to access information. This tab system was very useful for users as well as the publisher as specific articles were updated and redistributed to members.
Local 1000 publishes different types of content daily and even hourly. The previous version of the website didn’t have a centralized area to showcase all the activity and news the Local was engaged in around the state. I created an updates section that allowed the communications team to procure and aggregate all types of union content. With the appropriate tagging and filter features this made it a centralized area for users to get the latest SEIU information.
I specialize in design and creative marketing campaigns for brands at all stages of their lifecycle. On many projects I work solo, but I also have a network of very talented people I partner with when the need arises. We work with clients around the US and often abroad. For client inquiries or anything else, email me.