LO faces a declining interest in union membership among young people, who often see unions as outdated and irrelevant. Our task was to understand how to spark their interest and engagement with LO. The solution is a new identity and communication approach that highlights personal benefits rather than collective duty, designed to feel modern, individual-focused and aspirational. The result positions the union as a source of personal growth, support and opportunity, and strengthens LO as a progressive voice for the next generation of workers.