The creative for the nation's only year round toy collection and distribution agency reflects the emotional appeal of the brand as witnessed through the benefactors of the client. (307k PDF)

Client: The Pirate Toy Fund, Rochester, NY

Category: The nation's only year-round toy collection agency with systematic distribution through children's hospitals, the court system, the American Red Cross, and other health-and-human services agencies.

Target Markets: Local residents, corporations and stakeholders.

Objective: Update the client's brand image and positioning to reflect its more comprehensive and sophisticated services.

Primary Creative Strategy: Use emotive photography of children playing with toys and develop strong primary messaging that describes the unique benefits the agency brings to the local market.

Program Elements: Combination mark (i.e., logo) redesign, roll-fold brochure with donation submittal form, biannual newsletters, and event promotion and signage.