BRANDING A CAMPAIGN FOR THE GREATER GOOD
How do you inspire 1,500 employees to raise nearly $2 million to benefit 550+ nonprofits in a single year? For GE Appliances, it’s simple. They come together to do good for the greater good through their annual Employee Giving Campaign.
Held annually every October, the campaign invites GEA employees to help drive transformational change in the communities they call home in partnership with the United Way. This means lending their time, talents and resources to make a difference through fundraising and volunteer activities throughout the month.
To kick their efforts up a notch and get employees more inspired than ever, GEA asked Onefold to create a new brand identity for their 2020 campaign.
BRINGING THE GOAL INTO FOCUS
The people of GE Appliances come together to make “good things, for life.” Playing off of their existing brand messaging, we landed on a campaign name that challenges employees to “Unite for Good”—a powerful goal in and of itself.
To catch our audiences’ attention and stand out from other internal communications collateral, we experimented with fresh and friendly colors that were new to GEA. A bright and bold “i” in the “Unite for Good” logo was added to make the call-to-action personal and empower employees to think about what they can each do individually to get involved.
Brand Identity, Design, Copywriting, Project Management, Print