Un.Ltd is an organization that pools funding and media resources for charities that work to overcome youth disadvantage. Formerly MAYDAY (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 the MAYDAY 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.