Brand Extension | Campaign Systems | Digital Experience

United Way of Rhode Island

Making Waves Within the Brand

Challenge

UWRI needed to modernize materials and unify touchpoints within strict national brand guidelines. Local pieces felt dated and inconsistent, and digital engagement needed a lift.
Solution

We delivered a brand extension—Making Waves—that honored national standards while elevating local relevance. We also expanded into digital with a HubSpot-powered site and landing pages.
Result

A cohesive, flexible system that powers campaigns, events, and donor engagement, from billboards to youth summits, while staying unmistakably United Way.

Making waves from within

United Way of Rhode Island needed to modernize materials and unify touch points within strict national brand guidelines. Local pieces felt dated and inconsistent, and digital engagement needed a lift, without losing the iconic United Way identity. Enter Figmints.

What We Did

Figmints delivered a robust brand extension, not a full rebrand. We carefully evolved UWRI’s visual system to reflect Rhode Island’s unique spirit while honoring United Way’s national standards. 

We explored three visual directions that retained core assets but expanded the system with Rhode Island-specific motifs—including a “Mosaic” of diverse community elements and an “Anchored In…” concept tied to local heritage. 

Final Direction – “Making Waves”: Chosen for its powerful symbolism, this concept represented Rhode Island’s coastline, the collective voices in the community, and the broadcast reach of UWRI’s mission.

Dynamic wave graphics were created, a Rhode Island anchor motif, and banner layouts adaptable to United Way’s colorways.  Proof-of-concept applications included billboards, swag, business cards, landing pages, and event sub-brands for campaigns like children’s book drives, annual celebrations, and kickoffs. 

We also extended our work into the digital space, designing and launching a new website on HubSpot CMS. This included:

Wireframes, UX recommendations, and technical integrations.
Landing pages tailored for donor acquisition and specific campaigns.
Foundational HubSpot setup to track engagement, automate communications, and support future campaigns.

Something Special: As a Rhode Island agency, this project was personal. We infused local cultural references and visuals that truly resonated with the UWRI team and community. This local insight helped create an authentic brand extension that elevated UWRI’s visibility while staying unmistakably United Way.

Services Included:  Brand Extension, Campaign Systems, Digital Experience.