In 2017, we received the honor of working with the Head of the Lakes United Way (HLUW) to help create their latest capital campaign. As one of the chapters of the larger, national United Way organization, they are tasked with developing resources, providing support, and sharing the stories of those they serve in the Greater Duluth community.
For the first time ever, the national marketing campaign and branding standards set guidelines and required resources and references for how to best market local chapters while supporting the larger mission of United Way. This was one of two challenges we faced as we began our work.
Aside from working within the limited scope of these new standards, we were also asked how we could best emphasize the HLUW as being the largest chapter in the country by geographic reach. We put our creative hats on and suggested a strategy of highlighting stories that featured different areas of that outreach. We also worked with the staff at HLUW to coin the phrase “What do you fight for?” to best support the national voice which described fighting for those who need the help that United Way provides.
Before we began our work with the campaign, we were first hired to help redesign a website for the HLUW. Like many of our clients, a responsive site was one of the driving factors of a redesign, along with the desire to use a content management system. We worked through our standardize process which included discovery, content strategy, user experience, wire framing, design and the ultimate development.
Our solution was a custom-designed WordPress website which better expresses the stories of the people that the United Way impacts. Our custom-design not only supports their partner agencies, but it also works well on mobile. In our work with HLUW, we achieved a true win-win. We forged great relationships with their staff and the HLUW has received a greater response since the site’s launch.