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United Way of Central Maryland (UWCM)

United Way of Central Maryland (UWCM)

ON TRACK 4 SUCCESS – BRAND DEVELOPMENT
With the launch of its educational program, aimed at early intervention of at-risk youth to increase high school graduation rates, UWCM needed a compelling brand to build awareness, recognition, rally support and ultimately create impact. In working with UWCM, we conducted brand research and established a program name and tagline – On Track 4 Success. The resulting custom type treatment is compatible with the national organization’s brand guidelines, uses color to draw the eye, incorporates an adjusted “A” as a “4” and displays forward motion to note the positive path ahead toward successful graduation.

United Way of Central Maryland (UWCM)

ON TRACK 4 SUCCESS – BRAND STYLE GUIDE
To support successful implementation of the On Track 4 Success brand, we developed a brand style guide, incorporating all brand do’s and don’ts, as well as examples of implementation and applications for organizational and vendor use.

United Way of Central Maryland (UWCM)

ON TRACK 4 SUCCESS – STRATEGIC COMMUNICATION ACTION PLAN
To best support the launch of UWCM’s On Track 4 Success educational program, we developed a strategy with specifically timed tactical recommendations, focused on the immediate pilot program year, as well as tactics following the launch year to actively engage audiences for program growth. The plan included tools to best communicate consistently with audiences that were high influence and high interest. The plan also ensured a cohesive and integrated approach, focused on promoting UWCM’s program objectives to reach established goals and support the overarching mission of UWCM.

United Way of Central Maryland (UWCM)

ON TRACK 4 SUCCESS – DONOR CASE FOR SUPPORT BROCHURE
Implementing the Communication Action Plan recommendations, we developed a compelling case for support brochure for use in donor and prospective donor presentations. The leave-behind brochure design uses emotionally focused imagery and bold graphics to highlight important program messaging, educating audiences on the program and request for support.

United Way of Central Maryland (UWCM)

ON TRACK 4 SUCCESS – MEDIA EVENT PLANNING & DISPLAY DESIGN
To build excitement and impact with the public launch of the On Track 4 Success educational program, we worked with UWCM to provide event coordination, planning, display design and on-site management for the media event. Our team managed the process, coordinating everything from site permits, event site plans, display design and collateral, with the goal to gain exposure and create a highly visual event for optimal media coverage.

United Way of Central Maryland (UWCM)

ON TRACK 4 SUCCESS – MEDIA EVENT PLANNING & DISPLAY DESIGN
To build excitement and impact with the public launch of the On Track 4 Success educational program, we worked with UWCM to provide event coordination, planning, display design and on-site management for the media event. Our team managed the process, coordinating everything from site permits, event site plans, display design and collateral, with the goal to gain exposure and create a highly visual event for optimal media coverage.

United Way of Central Maryland (UWCM)

ON TRACK 4 SUCCESS – MEDIA EVENT PLANNING & DISPLAY DESIGN
To build excitement and impact with the public launch of the On Track 4 Success educational program, we worked with UWCM to provide event coordination, planning, display design and on-site management for the media event. Our team managed the process, coordinating everything from site permits, event site plans, display design and collateral, with the goal to gain exposure and create a highly visual event for optimal media coverage.

United Way of Central Maryland (UWCM)

ON TRACK 4 SUCCESS – INFOGRAPHIC
To best communicate the need to support On Track 4 Success with prospective donors, we developed an infographic highlighting key data points of national, regional and UWCM pilot-program results. The infographic included custom icons and UWCM program branding to draw attention to impact points, along with photography, also conducted by our team. The infographic was designed for customization, created in a modular fashion allowing UWCM the ability to focus data points and build for social media posting, website sharing, presentation development or print production.

United Way of Central Maryland (UWCM)

ON TRACK 4 SUCCESS – DONOR MAILER
To build support and awareness for the On Track 4 Success educational program, our team designed a compelling donor appeal mailer with a combination of imagery and content to generate an emotional impact. The piece includes a strong call-to-action, asking recipients to help their community by contributing to the program with the enclosed remittance envelope.

United Way of Central Maryland (UWCM)

REALITY CHECK – IMMERSION PROGRAM BRAND DEVELOPMENT
With the growing impact and interest of experiential learning programs, we worked with the UWCM to develop a memorable brand to market its current immersion programs and allow for additional programs to be added in the future. After conducting market research, A. Bright Idea developed a name, tagline and brand mark, distinct yet complementary to the overarching UWCM brand. Reality Check invites participants to step outside of their lives and see another’s reality. The brand mark includes a stamp texture showcasing a little ‘grit’ of reality, while clearly conveying what’s in store for those enrolled in the programs. The mark is coupled with a purposeful tagline, inspiring participants to want to further their own impact and make the community a better place.



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