The American Federation of Teachers (AFT), an affiliate of the AFL-CIO, was founded in 1916 and today represents 1.5 million members in more than 3,000 local affiliates nationwide. AFT’s mission is to improve the lives of their members and their families; to give voice to their legitimate professional, economic and social aspirations; to strengthen the institutions in which they work; to improve the quality of the services they provide; to bring together all members to assist and support one another; and to promote democracy, human rights and freedom in our union, in our nation and throughout the world.
With a tall order like that, AFT needed a robust, meticulously consistent and unifying brand to coordinate a nationwide movement that SCAFURIDESIGNS named “a sea of blue.” After conducting a series of brand audits, SCAFURIDESIGNS produced an all-encompassing communications plans that helped set the tone for all visual elements. Designing our largest and most comprehensive brand guide to date helped each affiliate state develop their own materials while speaking in a single unified voice. SCAFURIDESIGNS also produced evergreen materials like stationary, business cards, brochures and event materials, websites and even a sub-branded, new AFT+ campaign outlining company benefit packages.