A hands-on new client.

Amid all the excitement of 2024, we had the pleasure of welcoming United Way of Buffalo & Erie County to our roster of clients. For those who may not be familiar (how could you be?), they’re a nonprofit organization with an important mission: bringing people, organizations, and resources together to create systemic community change. They take an actionable approach to improving the lives of those in need through their primary impact areas of health and well-being, financial stability, youth opportunity, and community resiliency.

Right out of the gate, our relationship with United Way of Buffalo & Erie County has been incredibly rewarding. Getting to know our new client has afforded us a deeper understanding of the hardships faced by so many members of our community, which in turn, has made us feel even more motivated to help articulate the difference they’re making in Western New York (WNY).

Crafting an impactful brand position.

The first step was creating a strong foundation. We needed to develop a new brand position that reflects United Way of Buffalo & Erie County’s active commitment to making real change and driving equitable outcomes in WNY.

Through in-depth working sessions with the key stakeholder, we uncovered the doer mentality everyone at the organization has when it comes to creating meaningful change. They don’t just talk the talk – they walk the walk, and it is evident in their commitment to doing what’s needed for all those they serve. They are the epitome of what it means to put your head down and get to work. The work of doing good.

So, where did we land for their new brand position?

Always hands-on.

United Way of Buffalo & Erie County does what’s needed to make a real difference. They are hands-on in their work toward a more equitable WNY. Humanity, education, compassion, health – no matter what it is that United Way of Buffalo & Erie County seeks to have a positive impact on, they are always hands-on in their approach.

Working with design elements from United Way Corporate, we also conducted a photoshoot with with Pat Cray (AKA Yung Painkiller) to bring this position to life.

A new website.

Next up was creating United Way of Buffalo & Erie County’s new website. We worked closely with the client to learn what was most important as we brought the new brand to life online. We knew we needed to educate visitors as well as connect them with opportunities to get involved and support fellow community members in need. We created a homepage that provides educational resources to Western New Yorkers looking to make a difference, full of language that speaks to United Way of Buffalo & Erie County always being hands-on.

Check out their reimagined website for yourself.

We’re excited to keep working with United Way of Buffalo & Erie County as they continue their good work throughout WNY.