SAG-AFTRA
visual identity

Agency:
SiegEL+gale

BACKGROUND:
SAG-AFTRA is a labor union formed through the merger of two major entertainment industry unions, the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (AFTRA). It represents over 160,000 media artists in the entertainment industry, promoting and protecting their interests and improving the industry through contract negotiations, benefits and services, and advocacy for better working conditions, wages, and protections.

ROLE:
Following the merger of two prominent labor unions for media artists and professionals, SAG-AFTRA enlisted the help of Siegel+Gale to develop a refreshed and unified brand vision. As part of this project, I was assigned to design a visual identity aligned with the union's redefined strategy, which aimed to personify the union and its role as the steward in protecting and directing members toward their highest successes.

Creative Direction:
MATTHIAS MENCKE

Strategy:
SIMON FROST


Design (LA):
VALERIE FREDENBURGH
Mei wing chan
James Allen
MILES SEIDEN
eisuke taki

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Completed @ Siegel+gale
2014