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Identity and branding

Unions have a pretty fixed stereotypical public perception. Laden with history and membership- focused they prove a tricky one to crack. We wanted a single unifying idea that could carry an identity system into the modern era and allow the many users of the brand to easily adopt and keep a consistent look and feel, whatever the use.


The Kauri seed came to symbolise growth, evolution, longevity and strength. Its design represents the interlinking diverse membership of the PSA – the very thing that makes it such a strong union. The brand driver we created 'For a better working life' clearly signals what they work for and the successful outcome the union seeks.

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