As All Nations Union challenges traditional labour norms, we built a brand identity that defines this new direction—and invites others to join the journey.
The challenge...
From our first conversations with All Nations Union (ANU), it was clear how much heart, purpose, and conviction sat at the centre of its work. But its existing identity, website, and marketing collateral weren’t telling that story—leaving its people-first approach largely hidden.
That’s where we came in. We were brought on board to close that gap: creating a brand that fully reflects ANU’s social values, strengthens its connections with partners, community, and industry, and sparks deeper conversations about equity, reciprocity, and collaboration.
“What does A NEW way forward in labour relations look like?” This is the question we needed to answer.
The solution...
We started by learning ANU’s story: who it is, what it stands for today, and the impact it wants to make for generations. From there, we translated those insights into a reimagined look and feel rooted in the power of working together.
-
First, we found ANU’s voice
We developed a brand story, tagline, and key messaging framework grounded in warmth and authenticity. Together, these elements give ANU a clear, consistent way to communicate its values, articulate its vision for labour relations, and welcome others into the conversation.
-
Next, we re-created its logo
Inspired by geese flying in formation and the proverb, “If you want to go fast, go alone. If you want to go further, go together.”, the new logomark represents the strength of collective effort. A focal yellow bird joins the flock, symbolizing social unity and shared momentum. The custom logotype balances this meaning with a bold, strong presence, reflecting the industry ANU serves.
-
Then, we built a comprehensive visual system
Colour, typography, imagery, and supporting graphic elements work together to craft an identity that feels inviting, holistic, optimistic, and collaborative.
-
Finally, we brought the brand to life online
ANU’s new website offers a central location to communicate its values, share its work, and help visitors better understand its progressive, values-driven approach to labour relations.
Logo: Before & After
Website
The result...
In fall 2026, we officially launched ANU’s new brand and website to the world.
A bold visual language, a clear and approachable voice, and a cohesive digital experience balance the conviction behind ANU’s work with the spirit that defines its approach. The result is a brand that reflects who ANU is today and the kind of ongoing relationships it’s working to forge across labour, industry, and community.
The deliverables...
- Brand identity redevelopment, including logo and visual identity system
- Business card and membership card design
- Brand voice and brand story
- Key messages
- Brand guidelines
- Presentation materials
- Website design and development