Empowering African-American communities

for National Urban League

The Situation

The National Urban League (NUL) is a nonprofit that enables African Americans to secure economic self-reliance, parity, power and civil rights. After completing an award-winning report for affiliate Urban League of Philadelphia, UNTUCK was commissioned by NUL in 2009 to develop and execute the identity and corresponding materials for its annual conference. The seasoned leadership at NUL continues to encourage UNTUCK to breathe new life and energy into the organization’s largest event, year after year.

Our Approach

The 2012 National Urban League Conference, Empower the Nation, was held in New Orleans, Louisiana (NOLA). We used the traditional fleur de lis as an easily recognizable symbol of the city, along with our custom New Orleans-inspired illustrations. When made into patterns—varying the size and color throughout conference materials, these illustrations became energetic visual backdrops to capture the lively, musical atmosphere of the city, and its culture.

The National Urban League conference is held in major cities around the country and most recently in Chicago, Boston, Washington, DC and Philadelphia. The most celebrated and influential thought leaders convene in July each year to share their expertise and perspectives on the challenges and opportunities facing African Americans in the 21st century.

Reaching potential registrants and informing attendees requires a comprehensive and synchronized suite of printed and digital collateral. Some of the printed items include special event invitations, registration books, expo guides and promotional handouts. Digital components include a website, targeted email marketing and online advertising. To complete the experience for attendees, an extensive on-site presence of large-scale signage and wayfinding can be seen throughout the host convention center.


The National Urban League Conference is the only event of its kind to feature both major-party presidential nominees during each of the last several elections. Notable leaders in attendance have included President Barack Obama, First Lady Michelle Obama, Vice President Joe Biden, Eric Holder, Sonia Sotomayor, Rand Paul, Arne Duncan, Reverend Al Sharpton, Reverend Jesse Jackson, Stevie Wonder and Bill Gates.