A closer look
DoneWaiting
A shared visual language for a national campaign for women’s economic justice.
Four demands connected through a shared visual language.
ONE CAMPAIGN, CONNECTED DEMANDS
DoneWaiting brought together demands for pay equity, an end to sexual harassment and violence, and affordable child care. Make Work Fair for Women later joined as a fourth demand.
The campaign needed a visual language that could connect these issues while giving each a clear expression of its own.
Collaboration with Aurore Danielou to create floral patterns for the campaign.
GIVING THE CAMPAIGN A VISUAL LANGUAGE
I developed the campaign’s visual language and the physical and digital touchpoints that carried it.
Portraits and Aurore Danielou’s floral patterns brought directness and warmth into the same frame. A shared structure connected the materials, making them recognisable as parts of one campaign.
The faces of the campaign, together.
Floral patterns by Aurore Danielou, used throughout the campaign.
BUILT FOR ORGANISERS
The work extended across posters, flyers, merchandise, social assets and toolkits in French and English.
These materials helped affiliates carry the campaign into union halls, workplaces, community events and social feeds, with a consistent identity across different issues and formats.
The DoneWaiting campaign posters became iconic across Canada's unions.
The visuals applied to campaign touchpoints.
THE CAMPAIGN’S CONTRIBUTION
The CLC’s 2021 convention report credited DoneWaiting with contributing to pay-equity legislation and $30 billion in federal childcare funding.
My contribution was the visual language, touchpoints and toolkits that helped organizers carry the campaign.
Social media assets for the campaign.
Thank you
Mohamed Thiam
Brand & Creative Direction
Vicky Smallman
Project Director, CLC
Aurore Danielou
Illustrator
Kerry Pither
Project Lead, CLC
Marcus Hildebrant
Copywriter
