United Food & Commercial Workers

Minkin Design was hired by a national benefits consulting firm to create Open Enrollment and benefits communications for over 80,000 Northern California supermarket workers’ union members. The challenge was to deliver a package that would satisfy the two divergent clients involved in this large project — the United Food and Commercial Workers Union and the Employer Benefit Plans of Northern California (including Safeway, Ralph’s, Raley’s, Albertsons, etc.).

We met with the communications consultant to plan the project, including the package and its components, the look, feel and tone of the materials, and the printing and distribution to employees spread across the region.

The theme was built around employee satisfaction, and we wanted to show real employees in the workplace instead of professional models. We coordinated a weeklong photo shoot and collaborated with individual store managers to select, incentivize and schedule over 15 employee models ranging in age and ethnicity, as well as showcase numerous attractive and varied locations within each store.

Minkin Design planned, designed, art directed and managed the entire project, supplying the following deliverables:

  • A Benefits Highlights outer folder;
  • 8 separate, stepped color-coded brochures — Overview, Medical Plan, Vision, Dental, Death Benefits, Pension, Sick Leave and EMAP — each between 2 and 8 pages and including summaries, charts and graphs;
  • Binder covers and spines for the Benefits Handbook Summary Plan Description
  • A brochure to promote UFCW membership

Everything was completed and distributed on schedule to the satisfaction of all clients involved, and the employee models were thrilled to see themselves in print.