United Way

1. clarkhuot.com
Clark + Huot CASE
Cause & Effect
The use of storytelling in rebuilding
and reshaping one of America’s most
respected brands: United Way.
THIS WAY

2. Clark + Huot CASE
THIS WAY TO HOPE

3. Study: Brand Positioning
Project: United Way Rebranding Initiative
Client: 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 of
life. By looking at our communities from the perspective of storytelling, we as
an organization can learn more about how to help and honor those in need.

4. Clark + Huot CASE
A dYnAmIc
PErSPEcTIvE On THE
nOTIOn Of cOmmunITY
gOES bEYOnd blAck
& WHITE.

5. Study: Brand Attribute Matrix clarkhuot.com
Project: United Way Rebranding Initiative
Client: United Way
angry friend
frightened live
weak healthy
slow soft
impersonal always
dishonest beautiful
fickle happy
pessimistic answers
skeptical remember
hate sweet
difficult knowledge
forget honest
cry care
apathy easy
take give
rough fast
bitter love
questions hopeful
ugly strong
sick courageous
bully laugh
enemy idealist
never intimate
die loyal

6. Clark + Huot CASE
IngrId

7. Study: Testimonial Storytelling clarkhuot.com
Project: United Way Annual Report
Client: United Way

8. Fig.1: Internal Brand Poster clarkhuot.com
Clark + Huot CASE Project: Rebranding Initiative
Client: Payworks
Clark + Huot CASE
vIc & bETTY

9. Study: Testimonial Storytelling clarkhuot.com
Project: United Way Annual Report
Client: United Way

10. Clark + Huot CASE
100% Of All mOnEY
rAISEd THrOugH Our
vArIOuS fundrAISIng
& cAmPAIgn InITIATIvES
gOES bAck InTO THE
cOmmunITY.

11. Study: Broadsheet Format (cover & spreads) clarkhuot.com
Project: United Way Annual Report
Client: United Way

12. Clark + Huot CASE

13. Study: Image Library clarkhuot.com
Project: United Way Annual Report
Client: United Way
WE All HAvE A STOrY TO TEll.

14. Clark + Huot CASE
A “bOOk WITHIn A bOOk”
cOncEPT APPEAlS TO bOTH
THE HEArT And THE mInd.

15. Study: Fundraising Brochure clarkhuot.com
Project: United Way Rebranding Campaign
Client: United Way

16. Clark & Huot is a brand development and strategic
design firm. We help companies design, launch and
manage their overall brand experience over all points
of customer, employee and shareholder contact.
Clark + Huot
Suite 34G, 520 West 43rd Street
New York City, New York
10036
Tel: 917.686.2633
clarkhuot.com