The Shop Distributive and Allied Union (SDA) represent Fast Food, Retail and Warehouse workers across Australia. Whilst the SDA provides the same service for workers across the nation, their logo and branding was different for every branch.
We conducted a brand development workshop with each branch Secretary. In this workshop we were able to determine the unique characteristics of the SDA, who they represent and what they stand for as an organisation and in the minds of their members.
From this process we created a consistent brand identity and the value statement: ‘At work with you’. We also developed a style guide including the use of images, graphic devices and fonts used across all branch’s communication and branding collateral.
The SDA is now united in it’s national brand and membership is growing.