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Today For Tomorrow

The Challenge

Connecting with people now and with future generations?

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Our Solution

Create the connection between the present and the future.

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 an nonconformist website to show how the audience can impact the present and the future.

Deliverables

Brand strategy
Name
Slogan
Brand design
Logo
Font
Colour
Video
Web

Video

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 reminds viewers that it’s up to them to uphold this legacy.

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Brand Strategy

Create a legacy of giving.

Hope is ubiquitous; nobody owns it. The Ottawa Anglican Diocese’s yearly campaign – Giving Hope Campaign- raises money for all manner of incredible causes. Through our research, it was apparent that the notion of “hope” was a common theme in many other campaigns of organizations all over the world. To avoid any possible message confusion, we had to create a new name that was unique enough while still incorporating the idea of “hope”. The question, “hope for what?” kept shouting and was impossible to ignore. Through research and discovery, we it became clear that the campaign centered around generativity: a genuine love and belief in caring for future generations, creating a legacy of giving. With this,Giving Hope was re-named the Today 4 Tomorrow (T4T) campaign.

Name

A better tomorrow begins today.

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.

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Brand Design

Selflessness echoes across generations.

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.

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Colour

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..

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Photography

Creating portraits of impact.

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.

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Print

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.

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Web

An online offering basket.

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. (Launching soon)

Visit site
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T4T’s Got Soul

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.

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Conclusion

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.