A new order
United Voice Victoria approached Alto to develop a brand identity for a new union sector focused on hospitality workers. The hospitality industry in Australia has long been plagued with issues of harassment and exploitation of its workers, and United Voice want to start making a change by empowering hospo workers to speak up for their rights and encouraging an environment of respect at hospitality venues.
The brief was to appeal to a predominantly youthful audience of casual hospitality workers. The brand has to feel vibrant and contemporary, able to provoke a sense of outrage in some applications, and a sense of how this union can help individuals speak up for their rights at work.
