Clarifying Purpose. Activating Community.
INSIGHT
United Way of Berks County had a strong legacy but faced new challenges: changing workplace dynamics, shifting attitudes toward philanthropy, and declining engagement. To stay relevant, they needed to clarify their mission and better communicate the full scope of their impact.
SOLUTION
Turning legacy into resonance. From stakeholder strategy to final execution, our mission was to bridge the gap between community passion and brand clarity. By centering the creative on the intersection of people and place, we replaced passive awareness with active advocacy. We didn't just modernize the United Way story, we gave the community a new way to see themselves within it.
RESULTS
A 360° Activation that ignited from the inside out. By bridging external awareness with internal culture, we didn’t just launch a campaign—we built a movement. The result was a measurable surge in community visibility and a profound shift in stakeholder advocacy.
Project completed with the talented team at Finch Brands
The Big Idea
IT STARTS WITH U
Never underestimate the power of one. With our experience, expertise and community connections, United Way of Berks County magnifies, multiplies and maximizes the impact of
every donation. No contribution is too small to make a difference. United Way of Berks County’s unique approach
and partnerships mean you can make a huge impact.
And it all starts with you.
AUTHENTIC | HUMAN | CONNECTING
The Framework for Connection Distilling research into a messaging map allowed us to synchronize the brand voice across donors, volunteers, and employees. This strategic bridge turned community insights into a unified story of impact, ensuring the campaign resonated at every touchpoint.
We crafted social elements that were crucial for UWBC’s online presence. The visual language sparked curiosity and enthusiasm, transforming passive followers into active brand advocates.