The Challenge

For many NUPGE members, this was the first large in-person event in several years, and with new leadership set to be elected and significant branding and communications overhauls underway, NUPGE wanted to show is members, components, and Canadians, that they were starting a new chapter.

Metric was engaged as a creative partner for the NUPGE convention – developing the visual identity, designing and producing the print, digital, and screen collateral that makes up the convention delegate experience, and producing key videos to help tell the story of the work of NUPGE over the previous X years.

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Our Solution

In the leadup to the 2022 convention, NUPGE was in the midst of an organizational rebrand – which meant that the delegate experience and convention design needed to reflect the change underway without stepping on a visual identity that was still in development.
Metric’s creative team developed a colourful, energetic identity that was modern but reflected the energy of NUPGE’s activist history. The identity was applied to all aspects of the convention – screen art in the plenary hall, print and digital signage throughout the XXX Convention Centre, and delegate materials.

Our creative team helped NUPGE to refresh everything from delegate badges to plenary hall design – helping the organization show the new energy following the pandemic while ensuring that NUPGE saw value for every member dollar spent, with union suppliers wherever possible.

Metric also helped NUPGE tell three key stories in their convention videos – around the challenge of tackling institutional racism in the labour movement; a fresh video take on NUPGE National Executive Report; and a piece on the critical issue of climate change, where NUPGE members were on the front lines all across Canada,

In the weeks ahead of the convention in June, our team participated in site visits to the venue, worked with the local AV vendor to resolve a number of technical challenges the vendor faced and ensured flawless technical execution. Metric staff managed the local print production of collateral and signage, and Metric sent a team to the convention to work with the technical crew to support the NUPGE team, ensuring execution of the plan, and handling the last-minute changes that are a part of every large event.

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The Results

NUPGE’s first in-person event in several years was met with positive feedback from delegates, component leadership, and NUPGE staff alike.

The fresh visuals and attention to detail helped to underline the renewal and renewed focus underway at NUPGE. The modernized, consistent approach meant that NUPGE delegates had an elevated experience thanks to a consistent, recognizable brand throughout the convention centre.

The video pieces caught delegate attention – especially the Anti-Racism video, which left delegates silent and contemplative, while also being nominated as a Reed Award finalist in 2023.