Serving the Southern Nevada community since 1957.
United Way of Southern Nevada
United Way of Southern Nevada is one of the largest non-profit organizations in Nevada with one of the largest impacts on the Southern Nevada community. Braintrust partnered with them to develop a brand that spoke directly to their cause and incorporated messaging that resonated with the people of Southern Nevada. We were tasked with creating a new logo and brand identity to modernize the organization’s approach and appeal to a wider target audience. We wanted the United Way of Southern Nevada brand to speak to the fighting spirit of our community and bring passionate people together to make a change in the lives of those who need it most.
Deliverables
- Public Relations
- Creative Design
- Social Media
- Digital Marketing
A Long History
Braintrust was enlisted to help reposition the United Way as a modern and progressive organization and present a “new-look” campaign that would differentiate the United Way brand from other non-profits in the community.
After an extensive process, with the agency immersing itself in the variety of United Way community programs that impacted the primary areas of Health, Education and Financial Stability the creative direction was determined to invoke a sense of community by creating imagery that is evocative of a mosaic and to use use imagery and copy that directly connects the United Way of Southern Nevada with the individual achievements those in the community can attain through the community assistance programs of the organization.
Faces of Color
Expanding the brand’s color palette and creating custom icons to reflect core deliverables of the United Way mission, BRAINTRUST launched the “Faces of Change” campaign.
Evolving Campaign
As the campaign evolved, the advertisements featured images of individuals that had either contributed to, or benefited from, the various services the United Way provides the Southern Nevada community.
Collateral
In addition the new “look and feel” of the United Way brand was utilized in extensive collateral materials that were employed in the United Way’s workplace donation campaign that annually yields more than seven million dollars in donations from the Southern Nevada community.
Social Media
With a focus on social media, Braintrust extended the “Faces of Change” campaign to include an on-line donation platform on Facebook. When making a donation, the public could also upload an image of themselves via the Facebook widget. The image of the donor would then appear on digital billboards through the Las Vegas Valley. To help spread the word of this innovative campaign, Braintrust enlisted the support of various Las Vegas performers and influencers.
CELEBRATING 65 YEARS OF COMMUNITY CARING IN SOUTHERN NEVADA
65th Anniversary Branding Collateral
For United Way’s 65th Anniversary, we wanted to elevate the branding to be elegant and luxurious. To celebrate the history of the organization in true Las Vegas style, Braintrust utilized a color palette of black and gold, tying the new look and feel into the on-property signage and elevator wraps we created for the United Way headquarters as well as incorporating the branding into the organization’s flyers and handouts.
Donation Pledge
United Way asked us to design collateral that would encourage more community members and potential donors to consider donating. Using the phrase, “We’ve been doing this since before what happens in Vegas stays in Vegas,” alongside their 65th anniversary branding, we gave their quadfold brochure a sleek and inviting look, highlighting the impact that United Way has made over the past 65 years in each of their three pillars (Student Success, Workforce Development, and Community Supports). The brochure also serves to inform the public about how easy and simple it is to make a difference in the lives of Southern Nevadans in need by listing various ways to get involved and give back to the community.
Impact Report
We helped United Way of Southern Nevada design their 2022 Impact Agenda Report to convey accomplishments, goals and challenges for the Southern Nevada community. We utilized the UWSN 65th anniversary brand gold color, paired with circles to represent positive outcomes for the community. Our team structured the content to be easily digestible and the graphics, charts and graphs help visually represent the data provided in the report.
UWSN Microsite
Our goal with this microsite was to highlight the significance of United Way’s history through a header and footer that displayed important milestones in Las Vegas history using the sentence “We’ve been doing this since 1957…”
The organization established itself as one of the most influential non-profits in Southern Nevada and will continue to have an everlasting impact on this community. The microsite was a great channel for keeping our community informed about the activities and achievements of United Way, while proudly showcasing its permanent presence in Southern Nevada.