Product
“Solutions” series of brochures for the American Federation of Musicians of the United States and Canada, North America’s largest labor union.

Objective
The American Federation of the United States and Canada sought to increase members’ awareness of union benefits, and educate musicians who are not members of the AFM about the advantages that union membership can bring to their careers and livelihoods.

Method
Working in close conjunction with the union, Bentley-Hall identified seven crucial issues affecting the income streams of typical working musicians. A series of seven pamphlet-sized brochures were then designed and produced in-house, addressing each issue in depth. The brochures, tied together by a common design scheme with distinct and easily identifiable color variations for each topic, ask questions such as, “Why Join the AFM?” and, “Why Do You Need a Pension?” Each question is answered with clear, easy-to-follow copy, providing ample explanations about how the union can improve the lives of working musicians.

Results
• The brochures have become a valuable recruitment tool for the AFM, routinely handed out at music industry conferences, trade shows, and other industry-related events.

• The AFM has significantly increased its membership base.

• Working union musicians have gained greater awareness of topics that impact on their income streams and livelihoods.

• The “Solutions” series has seen several reprints, successful design updates, and new topics added to the series.