SEIU National Convention

Feb 3

The Service Employees International Union (SEIU) needed a bold, cohesive brand identity for its 2024 National Convention in Philadelphia—one that would spotlight the motto “Unions for All” and drive home the themes of unity and collective power.

Additionally, SEIU wanted to reference its existing brand — a familiar and trusted visual language — while elevating it to feel new and exciting. This event would bring together thousands of union leaders, activists, and community partners to chart the future of labor organizing.

Bringing the SEIU National Convention to life meant translating the “Unions for All” message into a fully immersive experience. We developed a distinctive event logo, integrated dynamic signage and print collateral, and extended the refreshed branding across digital platforms, merchandise, and large-scale environmental design. Attendees carried the message beyond the convention with boldly designed T-shirts, buttons, and tote bags, turning SEIU’s signature purple and gold into a wearable statement of solidarity.

This all culminated in a high-energy “Unions for All” march, where thousands of union members and allies took to the streets of Philadelphia, visually and vocally reinforcing the movement’s collective power.

Designing for SEIU’s 2024 National Convention in Philadelphia required both reverence for the union’s established legacy and the daring to push its look forward. We kept SEIU’s iconic purple and gold as our compass while weaving in new colors, visuals, and messages that underscored “Unions for All.”

The result? A convention that felt both familiar and visionary, reminding every attendee that true unity grows from roots that are strong yet flexible enough to stretch toward the future.

Get

Get SEIU members, union leaders, and allies attending the Philadelphia convention…

Who

…who are deeply invested in workers’ rights, dignity, and equity but often feel that standard event branding doesn’t fully capture the movement’s energy and inclusivity…

…to rally around a unifying “Unions for All” theme, celebrate SEIU’s history, and feel inspired to mobilize for meaningful action…

…by developing a visually striking brand identity that bridges SEIU’s iconic purple-and-gold heritage with fresh design elements that highlight collective power and Philadelphia’s

The challenge was to honor SEIU’s legacy while evolving its brand for a new moment. Working within SEIU’s signature purple and gold palette, we introduced new accent hues inspired by Philadelphia’s skyline and neighborhoods. Playful yet bold graphic motifs referenced the city’s history of protest and collaboration, while typography and messaging kept “Unions for All” at the core.

In my role, I supported the lead designers and focused on wide-scale production, ensuring consistency across signage, print materials, and merchandise. Branded assets, from large-scale banners to custom apparel, carried this cohesive visual identity throughout the event, building momentum that extended beyond the convention hall and into the streets — where SEIU members proudly marched, embodying the very movement they came to celebrate.