Declarative Creative Consultancy: United Way of Salt Lake Non-Profit Brand Identity Case Study
The Client
United Way of Salt Lake
the challenge
Reshaping Brand Architecture to Match a Nonprofit’s Evolution
INDUSTRY
Nonprofit
objective
Refining Brand Identity and Leveraging Brand Equity
United Way of Salt Lake (UWSL) was founded in 1904. After a century of charitable work, the organization embraced Collective Impact—leading coalitions in neighborhoods throughout Salt Lake to work in tandem to monitor, measure, and scale impact. This transformative work led to the creation of Promise Partnership Utah, and Utah’s Promise in 2023, new organizational entities aligned with UWSL. Now three distinct organizations, UWSL needed fresh brand architecture and voice to ensure its unique value was still understood by the community.
SOLUTION
Aligning Core Messaging with Purpose
We executed a landscape analysis and materials audit to understand current communications patterns in the organization, then interviewed stakeholders and surveyed staff to learn about the existing communication challenges. Following collaborative workshops, we developed and refined a fresh brand voice and brand ecosystem—leaning into the core messaging of United Way Worldwide. Finally, we drafted a comprehensive communications plan and messaging campaign to reintroduce UWSL to the community.
