Brand identity & print design

UGM LEGACY PARTNERS INVEST IN THE FUTURE AND FACILITATE EXPANSION PROJECTS THAT INCREASE THE MISSION'S REACH.

The Legacy Partner campaign aimed to position UGM as a trusted and approachable resource for estate planning, building a new legacy brand that fosters meaningful conversations and emphasizes the enduring impact of legacy gifts on UGM’s ministry.

The project aimed to establish an emotive, cohesive brand for UGM’s Legacy Partners, using the tagline "planting seeds" alongside warm, generational imagery to convey lasting impact. The challenge was to make legacy planning approachable for donors who were unsure where to begin, enhance UGM's reputation as a trusted resource in legacy giving, and shift the narrative from transactional giving to a personal connection that emphasized the lasting benefits for future generations.

Role
Brand identity development
Print design

Impact & outcomes

The new Legacy Partner campaign successfully raised awareness of UGM’s legacy giving options, positioning the organization as a compassionate, supportive partner in estate planning. The campaign's cohesive, emotive branding helped foster conversations around legacy planning, encouraging more supporters to consider UGM in their wills and estate plans, which will sustain the ministry for years to come.

Director  Jessica Morgan
Director of Legacy Giving  Gwen Schwartz
Design  Renee Cook
Writer Emma Tucker

Contact

Phone: 509.768.1588
Email: klemmren@gmail.com

© Renee Cook 2024
Graphic Designer