02
A refreshed, not replaced, blue
Trust is kept; the corporate feel is not.
Old blue#0076BC
↓New blue#0000FF
Union Marketing Rebrand
A rebrand concept built around people.
- Context
- Graphic Design Intern, Union Marketing, summer 2019
- Role
- Developed and presented a full rebrand concept
- Scope
- Logo, typography, palette, guidelines, web and print mockups
- Design outcome
- A purpose-led identity system, from strategy to stationery
Overview
Union Marketing is a Toronto agency for unions and associations. Its maple leaf mark said national pride but did little to set the agency apart.
The thinking behind the rebrand
Before designing anything, I started with why the agency exists. Leading with purpose, not services, shaped every choice that followed.
The mission
Start with
Why
The brand should say why Union Marketing does its work, not just what it does. Purpose is what builds trust and loyalty, and it answers the question every audience is asking: why should I care?
01
A mark about collaboration
A maple leaf tells you a company is Canadian, not what it stands for. I built the new symbol from the agency’s own initials: a U and an M that become two people linking arms. It makes unity the first thing you see, and gives Union Marketing a mark no other agency could claim.
02
Keeping trust, adding energy
Blue stays because it signals trust and reliability. I refreshed it to a more saturated tone that reads as modern and digital-forward rather than corporate, supported by a flexible system of seven secondary colours for digital and print.
03
Seven secondary colours
Enough range to flex across web, print and merch.
Main#0000FF
#F76778
#FE8B50
#FFD303
#98D91D
#01C0A4
#0074FE
#F5F0E2
MainPair with
03
A human voice for social
The proposal also set direction for social media: a human-centred approach that helps a brand feel less faceless and builds trust.
Across the brand
The mark, the pattern built from it and bold colour blocking flex across notebooks, stationery and cards, so every piece reads as the same brand.
Reflection
The internship deepened my understanding of design systems, strengthened my ability to work within brand constraints, and gave me hands-on practice translating strategic goals into visuals.