Make A Wish Foundation
September 2024
Logo Design
Brand Identity System
Environmental Graphics
Merchandise Design
Print Collateral
Adobe Illustrator
Adobe Indesign
Adobe Photoshop
The Challenge: Refresh Make-A-Wish’s brand identity to capture its magic and compassion in a way that resonates with both children and adults.
The reimagined identity blends wonder with warmth, centering on a hand reaching for a star to symbolize hope, giving, and big dreams. A bright, joyful color palette, playful yet professional typography, and custom icons bring the brand’s mission to life—creating moments that inspire courage, joy, and lasting memories.
The Make-A-Wish Foundation creates powerful moments for children with critical illnesses by granting life-changing wishes. These moments bring joy, courage, and hope, both to the children and to the families, volunteers, and communities around them. The brand has long stood for magic and compassion, but it needed a refreshed identity that would feel just as meaningful to children as it does to adults. The rebrand embraces the emotional power behind every wish, blending a sense of wonder with a more modern and human touch.
Context
The redesign focused on reimagining Make-A-Wish’s visual language to reflect both magic and humanity. At the center is a hand reaching for a star, representing the act of giving and receiving, and the belief that big dreams are worth chasing. By combining bold typography with playful script, the brand strikes a balance between professionalism and heart. A bright, joyful color palette adds warmth and energy, while new iconography and patterns tell a story of care, connection, and community. Each design decision was made to reflect the foundation’s mission in a way that feels uplifting, accessible, and sincere.
Strategy
The visual identity includes a flexible logo system, modern wordmark, and a trio of typefaces that balance boldness with approachability. Custom icons and patterns were developed to celebrate key themes, hope, family, giving, and healing, used across materials like merchandise, thank-you cards, social media, and event signage. A dynamic color palette led by Midnight Blue and Bright Yellow evokes trust and optimism, while whimsical elements like squiggle lines and star patterns keep the tone light and magical. The final system is cohesive yet full of personality, designed to grow with the foundation while always staying true to its heart; granting wishes that change lives.