The Client & The Challenge
The United Way of Erie County (UWEC) worked with their stakeholders to create a dynamic new tagline, Partnering For A Stronger Tomorrow, as a direct tie-in to their Community Schools Model, an innovative system that brings essential resources directly to local students. By helping to break down non-academic barriers, such as food insecurity and limited access to clothing, UWEC works to ensure all students and their families can thrive.
Despite the immense local impact of this model, community feedback revealed a critical gap: United Way's vital leadership and driving force behind the program remained largely unrecognized. UWEC began working with Gem City Creative to launch a brand elevation campaign that would introduce the new tagline while clearly positioning the organization as the catalyst behind these community partnerships.
Our Strategic Solution
We developed a clean, bold campaign that placed the collaborative spirit of the messaging at the forefront.
Visual Identity: We simplified the brand palette to high-contrast cobalt blue, yellow, and white, ensuring immediate recognition both online and in person.
Typography & Authenticity: We customized select letterforms to feature the familiar United Way rainbow lines. We also replaced generic stock photos with authentic imagery of real local students and Community School Directors to forge a stronger human connection.
"Uni" the Campaign Symbol: We introduced "Uni," a yellow school desk to serve as a relatable campaign symbol of hope throughout the region. Uni acts as an alternative to a traditional mascot, evoking shared memories of learning while keeping the focus entirely on the students at the heart of the mission.
Digital Expansion & Grassroots Engagement
To ensure the campaign reached families from downtown Erie to Union City, we deployed a highly coordinated digital and physical rollout.
Data-Driven Media Management: Teaming up with our media partner, Target Media, we expertly managed and optimized regional ad buys. We deployed a custom dashboard that empowered the UWEC team with real-time oversight of A/B testing and engagement metrics. This data-backed approach generated powerful results, driving a 91.47% Online Video CVR, a 3.53% Meta CTR, and 147 total conversions.
Community Activation: We went above and beyond to foster community trust by volunteering alongside UWEC staff at Celebrate Erie, one of the region's marquee events. We designed a fully branded experience, including tents, backdrops, and promotional materials, allowing the team to meet face-to-face with residents and put a personal, human face to the initiative, while incentivizing the public with a contest for selfies taken with our backdrop and desk, Uni.
Comprehensive Deliverables: The campaign expanded into a massive suite of collateral, including a refreshed Community Schools logo, digital ads, a three part commercial series, event swag, and creative direction for "The Assembly".
Moving Forward Together
Through strategic storytelling, creative design, and community-wide engagement, we helped UWEC build a stronger foundation for brand awareness. By strengthening community-wide recognition, the initiative ultimately supports UWEC in expanding its reach and increasing funding for its impactful programming.
Big fan of Gem City. They have the expertise to handle a wide variety of needs. They also care about quality and attention to detail. They are a responsive group of folks who are willing to go the extra mile for their clients.
- Aaron Gast
Director, Brand and Digital Strategy
Is Your Brand Communicating Its Full Value?
Your organization is likely already doing incredible work, but does your audience fully understand the value behind it? At Gem City Creative, we help organizations clarify their messaging, strengthen their brand identity, and create campaigns that connect with the people they want to reach. Let's talk about how we can bring greater clarity to your brand.