CLIENT
National Domestic Workers Alliance
MY ROLE
Lead Designer, Art Director
TEAM
Keri Goff, Anjali Gupta, Sam Morse, Liliana Avila, Jackie Palmer
From organizing nannies on New York City playgrounds 15 years ago, NDWA has built a powerful movement, gained incredible local and federal policy victories, and shifted the national conversation on domestic workers. All of this was possible by centering and caring for the needs, dignity, and essential humanity of one of the most essential, yet invisible working communities.
The Ask
Create a look and feel that recognizes and commemorates the work and the wins that NDWA has achieved over the last 15 years, all while setting the stage for big dreams, bold visions, and bright futures ahead.
Our team was asked to stay build off of NDWA’s current branding in order to maintain bran recognition. NDWA’s creative director provided our team a moodboard that consisted of several visual references, with specific focuses on Afro-futurism and cyberpunk.
The Research
In collaboration with our strategy and experiential department, we conducted a discovery session with the client to learn about their stories, needs, and vision for the look and feel.
The Design Principles
Using our discovery session as a guide, our team established design and experience pillars to guide us through the creative and strategy process.
The Solution
We created a campaign creative identity that builds off of NDWA’s current branding and legacy while introducing new elements that showcases an empowering, regal and futuristic look and feel.
Why cyberpunk and afrofuturism?
One of the core values of the campaign is to reimagine domestic workers and the spaces they are in. The themes of cyberpunk and afrofuturism have themes in disruption, liberation, and reclamation, which strongly align with the goals of NDWA and honoring the past, present, and future of the organization.
The NDWA also aims to honor their Black domestic workers through their We Dream in Black chapter, which resonates heavily with the themes and values of afrofuturism.
*The client required that the color palette, typography and glyphs were maintained from NDWA’s current branding, which was developed by Champions Design.
The Deliverables
Deliverables included way-finding signage, social/digital assets, vinyl wraps, merchandise, print takeaways and immersive installations.
*All assets with the exception of merchandise, were created in both English and Spanish.
Protest signage that uses language from NDWA’s past activations.
Letter of Gratitude:
At the end of this project, my team and I were all on-site for the event itself. We were able to celebrate directly alongside our client and see their faces light up as they saw themselves and their communities reflected in the visual identity. The creative enhanced the joy, hard work, and gratitude that our client’s community brought to the space.
