How United Steelworkers Built a Better Digital Home For Members
Objective
United Steelworkers (USW) had a bold mission: expand membership, boost engagement, and reinforce their legacy as North America’s most powerful industrial union. But their website was standing in the way. The experience felt dated, disjointed, and underwhelming, not at all reflective of the energy and impact of the union itself.
The goal? Create a site that educates prospective members, supports current ones, and puts USW’s history, values, and leadership front and center. The result is a digital experience that informs, inspires, and invites action.
Key Services
- Copywriting
- Digital Strategy
- Full-Stack Development
- Lever Integration
- Multilingual Architecture
- WordPress CMS
Platform
WordPress
Website
usw.org
Before Huemor
A Visual Experience That Didn’t Match the Mission
USW’s old site felt out of step with its audience. The design was outdated, the branding felt cold, and there wasn’t a clear story being told. Visitors weren’t drawn in; worse, they weren’t sticking around to get involved.
A Maze of Content That Left Users Lost
With scattered updates and buried resources, it was hard for anyone, member or not, to find the information they needed. Collective bargaining updates, member services, district news, and organizing resources were concealed under unclear labels and clunky navigation.
Frustrating for Both Users and Admins
From a backend perspective, updating the site was a slow, cumbersome process. Managing pages, publishing content, and translating materials were time-consuming and manual. It was a challenge just keeping the site current, let alone scaling it for the future.
With Huemor
A Platform That Brings the Union Together
We reimagined the digital experience around USW’s core pillars: advocacy, solidarity, and action. A refined design system brings consistency across every page, while a bolder aesthetic, intuitive layouts, and interactive tools elevate trust and usability.
Content That Connects With Every Audience
From prospective members to lawmakers to longtime retirees, we built clear content paths for each audience. An interactive district map, multilingual support (English, Spanish, and French), and deep content libraries make it easy for everyone to quickly find what matters to them.
Scalable, Searchable, & Ready for What’s Next
Powered by WordPress and a modular backend, USW’s team can finally update the site without breaking a sweat. Whether they publish news, highlight events, or launch new campaigns, the platform is built for speed and simplicity. There are no more clunky tools or slow turnarounds with a streamlined system that keeps their team nimble, relevant, and in control.
