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.
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.
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.
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.