Make-A-Wish Brand Refresh

The Objective to Strive For

Headquartered in Phoenix, Arizona, Make-A-Wish® creates life-changing wishes for children with critical illnesses. They serve children in every community in the United States and in 50 countries worldwide. Make-A-Wish has granted more than 415,000 wishes to children worldwide! Make-A-Wish is one of the most recognizable non-profits in the world, however, it had been quite some time since they had taken a comprehensive look at their entire brand and they realized that the organization had grown beyond the dated look and feel of their logo and identity. In 2015, Make-A-Wish decided it was time to create one, truly global brand...and we got the chance to get in on it! In the Make-A-Wish logo of generations past, the grainy star trail and whimsical typeface was difficult to reproduce, hard to read in certain contexts, and troublesome to integrate with chapter and region names. Our goal with refreshing the logo was to preserve critical visual cues, while adding contemporary flair. The new logo aimed to create a strong presence for the brand, while also maintaining the sincerity and imaginative appeal of the old logo. Rule29 also created two versions of a brand book (national and international), stationery, a set over over 100+ icons, a full brand launch strategy, a video, signage, apparel, and various print and digital collateral.

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