Brand DNA • Positioning Platform • Positioning Tag Line • Logo • Identity Set • Environmental • Web Site
As the training and education arm of the Laborers International Union of North America, LIUNA Training has been instrumental in turning LIUNA into one of the largest and most highly trained labor unions on the continent, emphasizing the “multi skills” of its members, and their contributions to the construction industry.
LIUNA Training and Education desired a fresh, new rebranding effort to reflect a much younger and more diverse audience. The overall look and message points in LIUNA Training communications materials had become dated and did not reflect the industry leading education and training services provided.
Our first step was to determine how the customer (Union training sites located throughout the US and Canada) perceived the LIUNA Training brand. Research was conducted to inform brand activities to follow.
CA Group then helped the LIUNA Training team work to articulate an internal message hierarchy, including the organization’s purpose, mission, vision and finally a relevant and deliverable trueline communicating what differentiates them and why it matters.
From there a compelling tagline–The power to excel–was created which not only concisely communicated the trueline message, but also tied into parent brand LIUNA’s “Feel the Power!” mantra.
CA Group then designed a bold new logo and graphic standards document which is currently being applied to identity materials, communications, curriculum documents and a soon-to-launched new website.