The Global
Wish Force
Client: Make-A-Wish
Role: Brand Strategist and Copywriter
The Challenge
Make-A-Wish needed to roll out its refreshed brand across more than 1,000 international chapters.
The guidelines had to do two things at once: be consistent enough to protect the brand, but flexible enough to let each region add their own magic. The age-old brand guideline dilemma, am I right folks?
The approach
We started by listening. Speaking with international chapters, Make-A-Wish kids, and internal team members to understand how the brand lived in real life. From there, we created one of the most comprehensive and actually usable, brand guideline systems out there. Nearly 150 pages (we stopped at 149 and I like to think that was sweet of us). It balanced strict brand standards with editable templates that gave local chapters space to personalize their materials while staying unmistakably Make-A-Wish.
The result
The new guidelines gave teams around the world the tools and confidence to tell the same story, in their own voices—whether it was through a save-the-date, social post, or event sign.
And yeah, that’s a real em dash. I put it there. Not AI.
The Fun Part
Working with a brand that grants wishes around the world was one of those rare projects that genuinely stopped me in my tracks. Listening to the kids’ stories and helping bring that joy and hope to life through design and words was something I’ll never forget.
