Our Work
Zag

Our Work

United Way Alberta Capital Region

Unifying a brand: Changing lives by amplifying United Way’s message throughout the region.  

Opportunity

United Way Alberta Capital Region has been changing lives in the community by engaging passionate changemakers since 1941. To better move United Way’s message forward and increase the impact and awareness of their work, there was an opportunity to consolidate and rework the brand, as well as update brand materials and the website for a more united feel. 

Approach

With a longstanding and well-established presence, United Way Alberta Capital Region provided a solid foundation for our work. We started by assessing their existing assets, identifying opportunities to better align them with their goals and tailor them to each audience. In every project and campaign, zag took a strategic, purposeful approach to ensure the right messages reached the right people, delivering maximum impact. 

Execution

United Way Alberta Capital Region partnered with zag for our ability to create a unified, cohesive brand experience across every touchpoint. Whether it was designing campaign brochures, revamping the website, or crafting an in-person activation, we ensured each piece of communication worked together to tell a consistent and compelling story. Every asset was developed not only to perform individually, but to reinforce the overarching narrative and strengthen the brand’s impact. Our work for United Way Alberta Capital Region includes: 

Campaigns 

  • Fall/Winter 2023 – Change campaign
    • Media buy
    • Campaign concept and creative 
    • Installation at West Edmonton Mall 
  • Spring/Summer 2024 – All in for Youth campaign
    • Campaign centered around vulnerable youth
  • Fall/Winter 2024 Campaign
    • Donation focused with a push for Giving Tuesday
  • Always On Campaign 
    • Seasonal spirts that pop up certain times of year for a push  

Collateral/One-Offs  

  • Campaign and corporate brochures 
  • Postcards
  • Printed annual report
  • Ads for Business in Edmonton magazine

Website 

  • Creating new pages 
  • Website restructure plan 
  • New sitemap  
  • Increase functionality 
  • Backend web maintenance and updates 
  • Infographics for Annual Report web page  
  • Campaign landing pages

Results

Our work for United Way Alberta Capital Region has gone beyond just enhancing their website’s user experience and creating a more unified brand presence. We developed collateral and campaign assets that speak in a consistent, impactful voice, ensuring alignment across all touchpoints. These efforts have significantly amplified their messaging, helping to drive measurable results. 

Through strategic updates and ongoing campaigns, zag is proud to support United Way’s mission to build resilient, connected, and thriving communities. 

Measurable campaign results include:

Fall/Winter 2024 – Change campaign 

  • Out-of-Home | 4.1MM+ total impressions 
  • 968K total digital impressions 
  • WEM Activation | ~600,000 – ~850,000 visitor impressions | Active Nov 27 – Dec 3

Spring/Summer 2024 – All in For Youth campaign 

  • $38,293 raised 
  • 4.14 million digital impressions 
  • 2,628,876 radio impressions

With these successful campaigns and ongoing initiatives, zag is honoured to continue driving impactful results for United Way Alberta Capital Region.