United Way of New York City

brand strategy, identity, campaigns, etc

In an era in which people are engaged with causes, the United Way of New York City felt like an old-fashioned bureaucratic charity, a far cry from the big causes like LIVESTRONG. We devised a powerful new strategy that leveraged their insider status and turned it into a positive. They are now the Activists Inside. They liked our Activitsts Inside manifesto so much, they asked us to  put it in their reception lobby and board room. We’ve completely reimagined the brand all the way down to the graphic identity. No more saccharine images of kids posing for the camera. This is New York. United Way here is black & white, gritty…of the people and for the people.