SEIU & NDWA: Elevating the Future of Care Work
When the Service Employees International Union (SEIU) and the National Domestic Workers Alliance (NDWA) joined forces, it wasn’t just about partnership — it was about power. NDWA, the leading advocacy organization for domestic workers, and SEIU, one of the largest labor unions in the country, both fight for fair wages, dignity, and respect, but their struggles are often seen as separate.
This collaboration needed to make their shared fight for the rights of care workers visible from the start. The debut had to be bold, exciting, and deeply rooted in worker identity, launching at SEIU’s National Convention before rolling into a video interview series that would cement the partnership.
Working as a lead designer and art director behind the partnership, I built the creative foundation for this campaign—shaping the visual identity, directing design execution, and ensuring every touchpoint felt unified, impactful, and personal. The rollout happened in two major phases:
Convention Booth: A Record Store for Worker Power
The SEIU National Convention marked the official debut of the partnership, and we needed to make an entrance. Inspired by vintage record stores, the booth turned the labor movement into a space for celebration, nostalgia, and collective action. Every element was designed to pull attendees in and get them involved — from custom faux album covers featuring worker victories to an interactive Power Playlist, where people added songs that fueled their fight.
The bold duotone graphics and type-driven layouts fused SEIU’s high-energy activism with NDWA’s intimate, community-based storytelling, setting the tone for everything to come.
We delivered:
A fully immersive booth experience at the SEIU National Convention, designed to introduce and celebrate the partnership.
A bold visual identity blending SEIU’s action-driven energy with NDWA’s community-centered storytelling.
Interactive engagement elements, including a Power Playlist where attendees contributed songs of solidarity and faux album covers featuring worker victories.
Custom merchandise, including posters, stickers, and tote bags, reinforcing the campaign’s call to action.
Video Series: Personalizing Leadership
After the convention, the partnership had to keep building momentum. We developed a video series which brought newly-elected SEIU President April Verrett and NDWA President and Co-Founder Ai-Jen Poo into focus, giving people a deeper look at the movement through their conversations.
Designed to feel candid and intimate, the long-form interview captured their shared vision in a way that felt both natural and impactful. A companion series of lighter, fast-paced short-form videos gave audiences a chance to see their dynamic, their humor, and their personal stake in the fight.
I art directed on set during the shoot, ensuring that the visual tone aligned with the campaign’s bold, accessible, and deeply human aesthetic. From set design to framing choices, I worked closely with the production team to maintain a look and feel that felt cohesive with the larger brand identity.
We delivered:
A long-form leadership conversation video highlighting the shared vision of SEIU and NDWA through a candid, dynamic discussion between Ai-Jen Poo and April Verrett.
A companion series of short-form videos, designed for social media, that introduced a lighter, more personal side to the leaders while keeping the focus on movement-building.
On-set art direction, ensuring that set design, framing, and visual tone aligned with the campaign’s bold, accessible, and deeply human aesthetic.
A cohesive visual identity across digital assets, including video graphics, lower-thirds, and super treatments, reinforcing the movement’s messaging.
This project was about more than just design — it was about bearing witness to the power of leadership, storytelling, and movement-building in real time. Going into the video shoot, I knew my role would be about maintaining the visual integrity of the campaign, ensuring that everything—from the set design to the framing — aligned with the brand we had built. But what I hadn’t anticipated was just how deeply I would feel the weight of the moment.
Standing on set, listening to Ai-Jen Poo and April Verrett speak so candidly about their journeys, their visions for the future of care work, and the solidarity that fuels this movement, I found myself unexpectedly emotional. Seeing these two incredible women lead with both strength and warmth—laughing, challenging ideas, sharing personal stories—was a reminder of why this work matters beyond aesthetics. It wasn’t just about making something visually compelling; it was about crafting a space where these stories could be felt, where their words carried the full weight of the movement behind them.
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