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Like many trade unions, the Sheet Metal Workers face the constant challenge of keeping members gainfully employed. Though the talent is undeniably superior, many companies shy away from partnerships because they aren't comfortable with long-term contracts when their business is uncertain and inconsistent. To change potentially negative perceptions, the union formed a new service model, offering the same level of talent, the same administration and benefits support, but without the commitment – like a temp service for union labor. We developed an identity for the new venture, naming it “Alloy,” and crafted messaging and materials to help union management introduce the idea to an eager customer base.

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