Card Nerd

“Un.Ltd is an organ­iz­a­tion that pools fund­ing and media resources for char­it­ies that work to over­come youth dis­ad­vant­age. FormerlyMAYDAY (Media Assist­ing Youth) the brand was suf­fer­ing from neg­at­ive asso­ci­ations with the name and fail­ing to res­on­ate with a very dis­cern­ing and often cyn­ical audience.

Not-for-profit organ­iz­a­tions often face the chal­lenge of appeal­ing to a very broad and diverse set of stake­hold­ers. Our strategy iden­ti­fied that the main tar­get for Un.Ltd was Mar­ket­ing, Advert­ising and other Media pro­fes­sion­als as they rep­res­en­ted the single source of rev­enue for the char­ity. It was with this in mind that theMAYDAY name was replaced and Un.Ltd was cre­ated, pos­i­tion­ing the brand in a more pos­it­ive light and emphas­iz­ing the unlim­ited poten­tial of dis­ad­vant­aged youth.

The lines of the logo and visual iden­tity bleed off the edges cre­at­ing a visual meta­phor for the brand name, whilst the sep­ar­a­tion of the ‘un’ from ‘ltd’ helps to rein­force the brand pur­pose of ‘un’doing the con­sequences of youth disadvantage.

The brand redesign cul­min­ated in a launch event at the Ivy fea­tur­ing all of the media elite, res­ult­ing in a sig­ni­fic­ant increase in dona­tions year on year and brand aware­ness peak­ing at the highest levels the char­ity has experienced.”

Designed by Maud