One such output is the Make-A-Wish brand book. This contains all facets of the new brand – messaging, visual storytelling, and design elements – with the goal of ultimately bringing each child’s story forward and inviting others to take part in the mission. We introduced an expanded, more vibrant color palette, established updated typography, integrated new design elements (including a catalogue of over 100+ icons), and refreshed guidelines for photography and videography. Rule29 and the Make-A-Wish team took a comprehensive look at every component to ensure that everything collectively helps to enhance and strengthen the brand. A separate globally focused version of brand book was created for the international chapters of Make-A-Wish, ready to be translated into different languages as needed.