To spread awareness about a certain hotel’s allegations of misconduct and abuse, I worked with union organizers to create a visual language for a boycott that was used across signs, flyers, social content and press releases.

Various tactics were employed by Unite Here, a major labor union for the service industry, to alert the public to the shady dealings at the hotel. Employee stories were shared, stars that crossed the picket line were shamed, those who publicly allied with the boycott were celebrated and the hotel's iconic branding was appropriated and turned against itself.

My responsibility was the latter - I suggested creating an Instagram account specifically for the boycott, which mimicked the hotel's familiar logo, color scheme and typefaces, in order to expose allegations of misconduct in a style palatable to the target audience. This visual language was used on signs, posters and press releases throughout the campaign.

A turning point in the boycott was Jay-Z's 2022 Oscars afterparty, which he chose to host at the hotel. Despite multiple calls to switch locations, he moved forward with the heavily picketed event, which was attended by various A-listers including Lady Gaga, Heidi Klum and P. Diddy.

The resulting media frenzy further alienated the hotel's celebrity clientele, and nine months later, the hotel signed a historic union contract, committing to rehire its workers and treat them with dignity and respect.