Make-A-Wish
Industry
Nonprofit
Services Provided
Creative Direction, Logo Design, Brand Guidelines and Identity, Print Collateral, Merchandise, Invitation Design, Environmental Advertising, Social Media, Internal Launch Video Storyboarding
Make-A-Wish is a renowned nonprofit organization dedicated to granting life-changing wishes for children with critical illnesses. Headquartered in Phoenix, Arizona, the organization serves children in every U.S. community and operates in more than 50 countries worldwide. With a track record of granting more than 520,000 wishes to date, Make-A-Wish is a beacon of hope for families facing the challenges of childhood illness.
In the digital age, nonprofit brands must evolve to stay relevant and attract support. Make-A-Wish recognized the need to revitalize its image beyond its iconic swirl and star logo from the late 1990s. They sought a partner to lead a transformative initiative that would reflect their global presence and engage supporters in new ways.
Working with Make-A-Wish was a deeply rewarding experience where I played a pivotal role in revitalizing their brand. As the designer of the logo, I crafted a contemporary mark that retained the essence of the original while adding a modern flair. My role extended to creating the international brand guidelines, providing a comprehensive framework for the organization's visual identity across diverse cultural contexts. Setting the tone for the overall brand look and feel, I ensured a cohesive and impactful visual language that resonated with audiences worldwide.
The work of my team and I completed on this project also earned us recognition in the form of several Indigo Design Awards for Logos, Branding, and Promotional Materials, a Transform Award, and a HOW Logo Design Award.
Approach
Focused on revitalizing Make-A-Wish's brand identity, my team and I started with a logo and cohesive visual language that combined childlike wonder and playfulness with contemporary styling. This comprehensive strategy contributed to tangible outcomes, including heightened global awareness and increased engagement.
My collaboration with Make-A-Wish went beyond visual elements to encompass a strategic ecosystem that allowed for easy extension with the organization’s internal teams of designers and volunteers alike. Connecting strategy with tangible expressions of the brand, I helped transform the Make-A-Wish image into a dynamic, cohesive force that communicates the organization's mission with clarity and impact.
Logo Exploration
Logo Before
Logo After
A Blueprint for Success
I developed the international brand guidelines to be used as a blueprint for the organization's visual identity, ensuring that every touchpoint resonated with Make-A-Wish's core values and global impact. This guide has become an indispensable resource, facilitating seamless implementation of the new identity worldwide.
Brand-Forward Experiences
Events are a major component of Make-A-Wish’s overall fundraising efforts and required a brand-forward experience that could be easily updated across all the national chapters. I helped to develop a system for creating new event logos. This approach ensured consistency and strong brand recognition.
I also designed a series of templates for past themes as a way to inspire chapters with their own event creative. These were used not only to raise funds, but also reinforce the organization's new look and youth-focused mission.
Extending Brand Reach
From vibrant photography of inspiring kids to compelling wish-based messaging, the brand's essence was thoughtfully carried into social media, creating a personal and hope-filled online presence. With strategic consistency across platforms, Make-A-Wish connected with a broader audience and instilled a sense of shared optimism and empowerment.
