Make-A-Wish
Make-A-Wish creates life-changing wishes for children with critical illnesses. Headquartered in Phoenix, Arizona, they serve children in every U.S. community. They also work in over 50 countries worldwide, granting more than 520,000 wishes to date!
Services Provided
Brand Story
Messaging Strategy
Logo Design
Brand Guidelines
Brand Identity
Iconography
Launch Campaign
Social Media Marketing
HTML Emails
Digital Platforms
Brochures and Sales Collateral
Print and Digital Invitations
Environmental Advertising
Pop-up Banners
Event Marketing
Animation and Motion Graphics
Sizzle Reels
Project Overview
Challenges
In today’s image-driven, digital world, nonprofit brands' look and feel have become crucial in attracting funds and support
Make-A-Wish recognized the need for a revitalized image beyond its trademark swirl and star logo from the late 1990s
Turned to Rule29 to spearhead a transformative initiative for a dynamic image reflecting its global presence
Solutions
Collaboration with Make-A-Wish extended beyond visual elements to encompass a strategic ecosystem
Connected Research and Strategy with tangible expressions of Brand, Website, Print, Digital, Environments, and Marketing
Rule29's thoughtful design and strategic considerations transformed Make-A-Wish's image into a dynamic, cohesive force communicating the organization's mission with clarity and impact
Results
Revitalized brand identity, anchored by contemporary logo and cohesive visual language, resonated globally, fostering renewed connection and engagement
Integration of new identity into physical spaces through immersive brand experiences reinforced organization's presence in local chapters and global headquarters
Comprehensive approach by Rule29 elevated Make-A-Wish's visual presence and contributed to tangible outcomes, including heightened global awareness and increased engagement
Make-A-Wish is committed to bringing hope and joy to young lives in over 50 countries and across 5 continents.
At the core of Make-A-Wish's mission is the belief in the power of dreams to inspire resilience and instill joy, even in the face of adversity. This nonprofit juggernaut has become a beacon of light for families navigating the challenging journey of childhood illness. By granting wishes that range from meeting beloved celebrities to experiencing magical adventures, Make-A-Wish creates profound moments of joy and empowerment for children when they need it most.
Refreshing a Globally Recognized Logo
In the Make-A-Wish logo of generations past, the grainy star trail and whimsical typeface were difficult to reproduce, hard to read in certain contexts, and troublesome to integrate with chapter and region names.
Despite that, change can be hard and a new logo carries with it some trepidation – what if you lose your brand recognition and prestige? Our goal as we refreshed the logo was to preserve critical visual cues, while adding contemporary flair.
Logo Before
Logo After
One Brand, Many Uses
Because Make-A-Wish leads a number of initiatives and events throughout the year, Rule29 showed how the events could be co-branded and maintain a similar experience.
A Brand Guide for Global Impact
Rule29 crafted a comprehensive Brand Guide for
Make-A-Wish, serving as a blueprint for the organization's visual identity. The guide serves as a beacon for internal and external stakeholders, offering insights into the nuanced elements of Make-A-Wish's visual language. It not only reinforces brand integrity but also empowers teams to confidently communicate the organization's mission with a unified voice.
From the global headquarters to local chapters, the Brand Guide has become an indispensable resource, facilitating seamless implementation of the new identity and ensuring that every touchpoint resonates with the organization's core values and global impact.
Building a Brand
Rule29 seamlessly extended the updated logo to a variety of communication pieces. The cohesive application of the brand across these elements not only ensured a professional and unified presentation but also turned each piece into a tangible embodiment of Make-A-Wish's mission, ready to leave a lasting impression on every recipient and stakeholder.
Made for Social
From vibrant visuals to compelling narratives, the brand's essence was thoughtfully carried into social media, creating a dynamic and engaging online presence. With strategic consistency across platforms, Make-A-Wish connected with a broader audience and instilled a sense of shared optimism and empowerment.
Special Event Materials
Make-A-Wish fundraising events are a major component of their overall fundraising efforts, and required a brand-forward experience.
