Elevate their commitment to meaningful, positive change through the development of a message and campaign that embodies their unending purpose: Today 4 Tomorrow.
We created a brand strategy to resonate with a diverse demographic; timeless design and a name that testifies to a legacy of hope; a film rallying the audience towards a better tomorrow; evocative posters prompting the audience to take action; and a nonconformist website to show how the audience can impact the present and the future.
Brand strategy
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Brand design
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Web
Who will help Jake? You Will.
We told evocative stories to demonstrate the desperate need for donations: a Syrian refugee family, a grieving woman, and a family with a young son dealing with mental health issues. Helping others isn’t a one time thing. It takes generations. We ended with a question and a call to action: Who will help them? You’re an Anglican. You will. This message embraces the Anglican Church’s long and noble history of impactful charity and social work, and it reminds viewers that it’s up to them to uphold this legacy.
The Ottawa Anglican Diocese’s yearly campaign was called the Giving Hope campaign. The problem was that hope is a ubiquitous concept; nobody can truly own it. Our research process also revealed that hope is a very common theme in campaigns of all kinds from a wide variety of industries. To avoid any possible message confusion, we had to create a new name that was unique enough while still embodying the idea of hope. The next question that was shouting for a solution was: hope for what? Through research and discovery, it became clear that their campaign centered around generativity: a genuine love and belief in caring for future generations, creating a legacy of giving. With this, Giving Hope was renamed the Today 4 Tomorrow (T4T) campaign.
The name needed to authentically express how our actions today can create a better life, and a better world for the future. It needed to capture the idea of generativity. When the older generation gives today, it not only creates a better tomorrow, but sets an example of kindness for the young. The campaign name embodies this: Today 4 Tomorrow.
The logo represents today, tomorrow, and the Church in a timeless way. The circle is whole and complete; it is God encompassing the totality of creation. The square is the present, the foundation upon which to build the future. They are bound together by the cross, symbolizing Jesus Christ, the central figure of the Anglican faith. The transition from square to circle speaks about the work that the diocese accomplishes – transforming lives and the world.
We kept the brand design authentic, bold, and beautiful, while emphasizing the incredible, world-changing work of the Anglican Church. We combined bright and vibrant colours with simple, geometric shapes to make their campaign stand out – both now and in the future.
The colours and their meaning had to be a timeless and universal pallette for creating positive change. The orange represents harvest – seeds planted today creating bounty for the future. The purple represents human dignity – a universal right for all peoples. The blue represents life – for both those who are members of the Church and those uplifted by its charity..
Intimate photography embraced the authenticity and impact of the organization’s generous humanitarian work. We wanted to show the emotive faces to tell the incredible stories donors would be supporting. We did that by taking authentic, expressive portraits of these people.
We paired the intimate portraits we took with short but powerful summaries of how the Anglican Church helped these people. These are universal messages that can be updated each year while staying true to Today 4 Tomorrow’s brand identity. We incorporated the colours and shapes of their brand into each poster to keep the entire message unified.
We brought the entire brand together into a modern and design-forward website. It encourages people to donate. The bright colours and custom photography create a deeply rich visual resource to learn more, while keeping the donate button one click away. All important information is presented clearly while staying true to their brand’s soul, making each and every donation even more rewarding, now and in the future.
The Ottawa Anglican Diocese holds a yearly fundraising campaign. The money raised goes towards all manner of incredible causes: community ministries, mission engagement, internship programs, refugee ministries, and much more. Together we illuminated the soul of their campaign, while instilling it with a bold and unified brand identity.
Investing in people today is what allows us to move forward as a society tomorrow. Brands that do good deserve to express themselves in captivating ways. We learned that authentic and artistic aren’t mutually exclusive; they are two sides of the same coin. That lesson has become our mandate.
