NGO Branding
United Way Rebrand
synopsis
A brand refresh for the nationally recognized NGO United Way. Their goals with this rebrand are to keep up with business trends, refocus the company offerings, reach the community & represent the community of people who work within the NGO bringing in their success.
A change in their color palette to make United Way stand out against other NGO's and a mark that showcases the concept of community and coming together as one ties with their new brand mission.
deliverables
Brand Identity
Stationery
Brand Guidelines
Website Landing Page
previous
rebrand
logo process
The rebranded logo has become an initial mark that takes inspiration
from the new brand goals and characteristics of care, reliability, trust, and impact. The components of the brandmark— continuous lines forming the U and figure represent unity and community becoming one and the circle signifies being whole as well as bringing balance.
visual system
United Way's brand identity lies in being caring, reliable, trustworthy and impactful to the community. The visual system reflects this through the bold typeface used with the angling of each letter making it look like it is in action moving with the logo mark. The colors bring together their values of reliability by the primary being calming blue tones with the warmth of their yellow.
display
bodycopy
teal together
comforting blue
light in the dark
business card & letterhead
The stationery designed for the United Way rebrand reflects the organization's core values of care, reliability, trust, and impact, as well as its goal of fostering unity and community. The business card and letter head showcase the brand in a modern way with their new logo being the center of attention.
envelope & brand patterns
The envelope design and patterns used within the brand system encompass the usage of circles and rounded hands coming together to signify community and unity.
full stationery set
website landing page
United Way's brand refresh spreads to its redesigned website where you can find information about what they do, who they are, how to join them, and where you can find them. It's a modern design more organized than their previous site.