Creating LA’s Future Together
After 100 years of service, United Way of Greater Los Angeles was due for a new look. With a century of tradition to pull from and another century of potential just waiting to be unleashed, we created a site, brand, and launch package to carry United Way into their next chapter.
1 — The Challenge
A new take on an old favorite
For generations of Angelenos, the United Way of Greater L.A. brand is a recognizable symbol of community service and charitable giving. We had to maintain the core aspects of the brand so many people have come to trust while creating something that resonated with a new audience.
2 — The Brand
Steeped in tradition, made for the future
Just as United Way’s core mission has remained largely unchanged over the years, we created an approach that felt both timeless and modern. Taking heavy inspiration from past iterations of the brand, this refresh pairs vibrant colors and imagery with sophisticated typography to deftly balance the new with the familiar.
United Way Collage — We extract shapes from the United Way logo to create layers of texture within the design. Paired with compelling human-centered photography, the brand integrates with the community it supports.
Logo Variations — Throughout the work, we honor the historic, and globally recognized United Way logo designed by Saul Bass. These are acceptable variations determined by the medium, amount of available space, and color considerations.
Brand Guide — Our comprehensive brand guide covers everything from typefaces to use cases, taking the guesswork out of brand application.
Brand ID Exploration — Whether someone encounters United Way on social media or on the road, the brand is designed to adapt to any medium—anywhere.
3 — The Website
Resource and action
United Way wanted to position themselves as a go-to resource for people looking for ways to give—or receive—help. So we reimagined their website, introducing robust resource hubs, gripping calls to action, and first-person accounts from those who have been impacted by United Way’s work. Woven together, we not only tell the story of the organization, but we invite others to join.
A flexible module library — Built for the ever-evolving needs of UW’s work, we created a robust module library to house any content imaginable—or unimaginable.
4 — The Campaign
LA in full color
Bursting with new life and color, the new United Way brand hit the scene in a big way. We orchestrated a launch strategy and revamped digital approach that leaned heavily into long and short form video and animations, showcasing the full range of the brand and taking advantage of current online trends towards video.
Social — Engaging video, animations, and person-first content humanized and revitalized the organization’s social media feeds.
Brand Anthem Video — Working with GetLit—a Los Angeles-based nonprofit focused on empowering students through poetry and spoken word—we captured the essence of UWGLA’s community and impact.
Black History Month Video Series — To engage with local community members and celebrate Black cultural pioneers, we developed a series of animated videos that both educated and inspired.
Policy Priority Videos — Partnering with members of the United Way staff and community, we kept followers engaged through policy discussion, advocacy opportunities, and calls to action.
Common Sense Good Video Series — Interviewing a broad spectrum of United Way’s community partners, we bolstered donations and support by highlighting a positive vision for the future.
Women's Investment Network — We helped United Way and it’s collaborators launch new programs and broadcast their impact across LA County.
5 — The Impact
Ready for the next century
The new brand rolled out just in time for United Way’s Centennial Celebration and annual WalkUnitedLA walk/run to end poverty. Nearly 10,000 people turned up, raising $1 million—a pretty awesome way to kickoff a rebrand, if you ask us.
We can’t wait to see how United Way continues to use their refreshed brand to uplift LA communities empower new generations to give back.
