Newfoundland and Labrador Federation of Labour
Client
Sectors
Labour
Human Rights
Services
Brand Design
Campaigns
The Newfoundland and Labrador Federation of Labour has long been an advocate for working people across the province. With a legacy stretching back generations, the federation represents the collective strength of unions and workers, advancing the fight for safer workplaces, stronger labour laws, robust public services, and a province where no one is left behind.
As the federation prepared for two pivotal moments – the provincial election and their 2025 convention – they recognized the need to update their visual identity. The federation’s original logo, created in the 1950s, carried historical weight but no longer reflected the dynamism and urgency of its modern advocacy. The challenge was to create a brand that honoured the federation’s history while resonating with today’s workers and equipping the team with a system brand flexible enough for everyday use, rallies and picket lines, election campaigns, and large-scale events like their convention.
Our work together began with a collaborative kickoff, mapping the federation’s goals, values, and audiences. What emerged was a shared vision: a brand that nodded to the decades of history while representing the province’s modern labour movement.
The updated crest reflects this balance, nodding to the federation’s long-standing emblem while streamlining its form for clarity and impact. At the centre is a 13-point star, symbolizing the provinces and territories of Canada and echoing the shape of a gear – a reminder of the cooperation, power, and forward motion that defines the labour movement. The 13 point star was inspired by the original 12 point emblem in the federation’s 1950s logo, which represented Canada’s 12 provinces and territories at the time, prior to the recognition of Nunavut.
Another objective in this branding process was to make the brand inspired by “place”. The brand is unapologetically inspired by Newfoundland and Labrador itself, with rich blues inspired by the province.
Our design team did a deep dive into the visual history of the labour movement to inspire the new brand.
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To honour the legacy of the Newfoundland and Labrador Federation of Labour, we modernized the logo the Federation had been using since the 1950's.
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Convention Branding
The Newfoundland and Labrador Federation of Labour’s 2025 Triennial Constitutional Convention took place from November 16–19 in St. John’s. The convention brings together union leaders, members, and allies from across the province as a powerful moment for the labour movement in Newfoundland and Labrador.
Guided by the idea of getting back to the fundamentals of the labour movement, we worked with the federation to develop a cohesive and accessible visual system for the convention. Our team established the look and feel through a concise style guide, ensuring that every piece of communication – from the Executive Council Report to the merch – reflected a unified tone and visual language.
The convention identity builds on the refreshed brand while bringing a distinctive twist for the triennial event. Bold, grounded, and connected to place, it honoured the federation’s history and the workers who continue to shape its future.
Workers Vote campaign
When we first started working with the Newfoundland and Labrador Federation of Labour, our very first task wasn't their rebrand. First, we needed to help the federation prepare a campaign for their provincial election.
Before starting the rebrand, our first order of business was supporting the federation's Workers Vote campaign during the Newfoundland and Labrador provincial election. The campaign carried a clear and urgent message: hold the government accountable to the working people who power Newfoundland and Labrador. The visuals were designed to amplify this message, pairing urgency with clarity to ensure that workers’ priorities cut through in a crowded election cycle.
At its heart, the campaign articulated a bold vision – safer workplaces, better healthcare, stronger labour laws, sustainable jobs and climate action, accessible childcare, respect for the right to unionize, and paid sick leave for all. It was about reminding voters that real change comes when workers’ voices are front and centre.
The campaign brought the vision of the brand to life: bold, grounded, and unapologetically focused on the needs of workers. What emerged was a revitalized identity that will carry the federation forward as a trusted, powerful voice for workers in Newfoundland and Labrador.
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