© Rachel Goldberger All Rights Reserved
This is a brand identity for United Way Canada based on the following positioning statement and attributes:
United Way is the indispensible leader in engaging individuals and communities to improve the lives of Canadians. United Way needed to adopt a more aggressive marketing position.
The attributes include:
Key (spike) attribute: indispensible
Valued attributes: leader, innovative, strong
Tablestake attributes: accountable, generous, caring, concerned
With all of this in mind, I rebranded the logo for United Way Canada by using various coloured people holding hands, symbolizing unity and community. As well as using typography that looks hand written.
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