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Cause & Effect

The use of storytelling in rebuilding and reshaping one of America’s most respected brands: United Way.

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THIS WAY

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THIS WAY TO HOPE

Study: Brand PositioningProject: United Way Rebranding InitiativeClient: United Way

Take a look around and ask yourself if what you see is a true reflection of your community. To better understand this notion, we believe in a way of learning based on people telling their stories - people of all ages and from all walks oflife. By looking at our communities from the perspective of storytelling, we asan organization can learn more about how to help and honor those in need.

A dYnAmIcPErSPEcTIvE On THEnOTIOn Of cOmmunITYgOES bEYOnd blAck& WHITE.

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angry

frightened

weak

slow

impersonal

dishonest

fickle

pessimistic

skeptical

hate

difficult

forget

cry

apathy

take

rough

bitter

questions

ugly

sick

bully

enemy

never

die

friend

live

healthy

soft

always

beautiful

happy

answers

remember

sweet

knowledge

honest

care

easy

give

fast

love

hopeful

strong

courageous

laugh

idealist

intimate

loyal

clarkhuot.comStudy: Brand Attribute MatrixProject: United Way Rebranding InitiativeClient: United Way

IngrId

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clarkhuot.comStudy: Testimonial StorytellingProject: United Way Annual ReportClient: United Way

Fig.1: Internal Brand PosterProject: Rebranding InitiativeClient: Payworks

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vIc & bETTY

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clarkhuot.comStudy: Testimonial StorytellingProject: United Way Annual ReportClient: United Way

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100% Of All mOnEYrAISEd THrOugH OurvArIOuS fundrAISIng& cAmPAIgn InITIATIvESgOES bAck InTO THEcOmmunITY.

clarkhuot.comStudy: Broadsheet Format (cover & spreads)Project: United Way Annual ReportClient: United Way

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WE All HAvE A STOrY TO TEll.

Study: Image LibraryProject: United Way Annual ReportClient: United Way

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A “bOOk WITHIn A bOOk” cOncEPT APPEAlS TO bOTH THE HEArT And THE mInd.

Study: Fundraising BrochureProject: United Way Rebranding CampaignClient: United Way

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Clark + Huot

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Clark & Huot is a brand development and strategic design firm. We help companies design, launch and manage their overall brand experience over all pointsof customer, employee and shareholder contact.