Work
50% increase in sessions
25% increase in users
32% increase in search visibility
17% increase in click through rate
UNAC/UHCP represents 40,000 healthcare professionals fighting for fair contracts, safe staffing, and quality patient care. It needed an action-ready website to rally members and win at the bargaining table.
The existing website wasn’t up to the job. The main CMS was too hard to use, forcing the communications team to build campaign microsites on other platforms. The chapter directory wasn’t intuitive or searchable, cutting members off from the news and contact information they needed. And visually, the site looked like every other union site: Static rectangle stacked on static rectangle, with none of the energy that defined the union itself.
UNAC/UHCP needed infrastructure that could keep up with the fight, not hold it back.
Teal started with staff and member interviews, a content audit, and a review of other union websites. The goal was to understand how members actually looked for information, how the communications team worked day to day, and how UNAC/UHCP compared visually to the rest of the category.
The new top-level navigation reorganizes the union’s work into clear categories: About, Impact, Events, Bargaining & News Updates, Organize, and Elections. A Find Your Local tool lets members search by employer, location, or specialty and connect directly to their chapter. Dynamic publishing takes a big piece of manual maintenance off the communications team.
The slanted lines in UNAC/UHCP’s logo became the organizing principle for the visual system. Angled dividers, diagonal photo treatments, and layered motion create forward momentum on every page, breaking the rectangle-on-rectangle pattern that defines most labor websites. The design matches the energy of UNAC/UHCP’s authentic photography and video of members in the field.
The visual system does strategic work. For employers researching the union, it signals a force that should be taken seriously. For prospective members weighing options, it distinguishes UNAC/UHCP from competitors at first glance. For current members, it gives them a visual identity to be proud of.
The old CMS slowed the communications team down at exactly the moments when speed mattered most. The new build prioritizes speed, accessibility, and flexibility. Custom page templates let the team spin up branded campaign pages inside the main site. Integrations connect the site to the tools the team already uses.
Since launch, Teal has continued to work with UNAC/UHCP on a retainer, making targeted improvements to the site as bargaining progressed and a strike became real. Members needed to know where things stood, when to show up, and where the picket lines would be.
Those updates happened in real time, against a live campaign, on a site that was built to support them.
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