Our Work | LiUNA
Strengthening union pride and connection through real stories from the job site.
Project Overview
Challenge: Strengthen union pride and amplify participation in LiUNA membership.
Solution: We worked with LiUNA—the Laborers’ International Union of North America—to create content that actually speaks to the 500k+ people doing the work. From a gritty brand sizzle reel to raw, on-the-job social videos, we focused on what matters to the union: pride, brotherhood, and showing the world what laborers do every day.
Deliverables
Video Production
Photography
Brand Anthem Reel
Capturing the grit, camaraderie, and day-to-day grind of the LiUNA brotherhood. The piece serves as a rallying cry and tribute to the workers who build America with their hands—and have each other’s backs through it all.
Social Campaigns
To connect directly with LiUNA members, we created a suite of social content—covering union wins, job site highlights, and real-life anecdotes. Designed to feel authentic, not corporate, the content boosted member pride and created steady engagement across LiUNA’s social platforms, helping grow the union’s digital presence with content that felt made by the field, for the field.
Brand Photography
We created a versatile image library for LiUNA—from early morning pours to welding bays and hands-on training sessions. The photos reflect the grit, precision, and pride that define union work. LiUNA has been using these across campaigns, social media, recruitment, and member communications—built to represent the full strength and diversity of the union.
