Philadelphia is America’s poorest big city with a poverty rate of 26 percent, with almost 1 in 5 children living in poverty. Statistics like these drove the United Way of Greater Philadelphia & Southern New Jersey (UWGPSNJ) to reassess its intervention model and to adopt a cause-focused strategy centered around ending intergenerational poverty. To jump-start fundraising efforts, Untuck was entrusted to conceptualize and execute United Way’s annual campaign by harnessing the collective power of its donors, advocates, and volunteers. With support from the campaign, the United Way can help individuals and families break the cycle of poverty in the region.
For the 2020 Campaign, the organization wanted to ensure they stayed true to its identity and to present graphics that aligned with its core UWGPSNJ brand. UWGPSNJ wanted people to be able to quickly look at the graphics and associate them with the organization. Untuck heard that and took the core aspects of their brand systems and gave the campaign an updated look without creating a brand new feel. This work was completed at Untuck.