THE WORLD STOPS WITHOUT US
Every five years, The National Domestic Workers Alliance gathers its community of care workers from across the country to celebrate, reflect, and reignite their movement. In 2025, they came to us with a powerful ask: craft a unifying theme and narrative that would shape everything from the opening speech to the visuals on stage and make every attendee feel seen, heard, and energized for the road ahead.
Our mission was to translate NDWA’s strategy into a clear, emotionally resonant story that would guide the Assembly experience from start to finish. We developed a creative blueprint for all materials: projections, posters, merch, signage, and more, ensuring every touchpoint felt like one bold, collective heartbeat.
I led audience insights and messaging and copy development, creating the Assembly Playbook, a north star for tone, language, and design. The result? “The World Stops Without Us.” A rallying cry rooted in pride, power, and interdependence.
Together with our design team, we brought the theme to life across 150+ assets in 7 languages, and co-created an onsite activation that became a soulful anchor of the event: The Power Capsule. An interactive installation inviting workers to speak to the future by writing letters, recording videos, or sharing voice notes meant to be opened at the next Assembly in five years.
A love letter to legacy, to labor, and to the future we’re building together.