ReBranding Wishes That Transform Lives
Make-A-Wish® creates life-changing wishes for children with critical illnesses. Headquartered in Phoenix, Arizona, Make-A-Wish is the world’s leading children’s wish-granting organization, serving children in every community in the United States and in 50 countries worldwide. Together, generous donors, supporters, staff and 40,000 volunteers globally, grant a wish every 17 minutes, on average, somewhere in the world. Since 1980, the organization has granted more than 415,000 wishes to children worldwide, more than 30,000 in 2017 alone.
Rule29 had the privilege to create a new logo that would maintain the equity of certain visual elements from the old logo (swirl, star, and hyphens), while also updating the overall look and creating comprehensive brand guidelines for the US and its international chapters.
The overall reception to the new brand in the organization has been overwhelmingly positive. Josh deBerge, Director of National Communications & PR of Make-A-Wish America states, “There are certainly challenges with this level of input, particularly in the design process, but ultimately Rule29 along with our internal Creative Services team was able to synthesize all of that feedback and develop a logo and design system that was energized and fresh, yet paid homage to the logo and system that served us for the past 18 years.”