Leading up to their centennial anniversary, United Way of Greater Los Angeles articulated a new strategic direction and commitment to racial equity. Staff and leadership were energized, but this exciting moment also came with a challenge:

Working with the newly formed marketing team, I led a series of workshops across the organization, establishing the core principles of brand strategy and collectively defining the brand's purpose, positioning, promise and personality. This brand platform served as the creative inspiration and foundation for a new visual identity.

To bring the brand to life, I worked with the in-house team to build out a messaging framework and define their brand architecture, including updating the visual identities of two existing sub-brands, establishing a blueprint for developing a new sub-brand, and facilitating additional workshops on voice and tone.