Brand Identity - United Way Canada


© 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.

No comments: