Rule29

Headquartered in Phoenix, Arizona, Make-A-Wish® creates life-changing wishes for children with critical illnesses. They serve children in every community in the United States and in 50 countries worldwide. Make-A-Wish has granted more than 415,000 wishes to children worldwide!

Make-A-Wish is one of the most recognizable non-profits in the world, however, it had been quite some time since they had taken a comprehensive look at their entire brand and they realized that the organization had grown beyond the dated look and feel of their logo and identity. In 2015, Make-A-Wish decided it was time to create one, truly global brand...and we got the chance to get in on it!

In the Make-A-Wish logo of generations past, the grainy star trail and whimsical typeface was difficult to reproduce, hard to read in certain contexts, and troublesome to integrate with chapter and region names. Our goal with refreshing the logo was to preserve critical visual cues, while...

Team RWB wanted to offer veterans a new kind of experience upon returning home – one filled with physical fitness, community, and a sense of purpose. 

Team RWB wants to see every veteran connected to their greater community. Rule29 partnered with Team RWB early on their history, helping the growing organization create a recognizable, uniting brand for America’s veterans. 

Rule29’s first task was creating an updated logo, inspired by iconic American imagery and military patches, that introduced a core component of the Team RWB brand: the Eagle. 

From there, we created their annual reports and a number of evergreen brochure pieces, as well as flexible poster templates, that share the organization’s mission and efforts. With so many local chapters and events, we also assist their internal team with ensuring brand consistency wherever possible.

Team RWB's updated website was carefully designed to showcase the organization's extensive library of...

Mellody Farm was to be built on land with a long history as a dairy farm, and was envisioned to be a truly immersive and unique shopping destination. Reclaimed wood, brick, and steel were utilized to create an industrial aesthetic that recalled the property’s previous use. From this, we created a brand that found its inspiration in farmland and lines created in these fields.

We utilized the new logo and accompanying brand to build out the Mellody Farm wayfinding signage and this leasing kit to help Regency Centers attract top-notch retailers. This kit included a beautifully-designed brochure that featured high-end print production to emphasize the elegance of the space, as well as vibrant colors to accent various aspects of the retail center. Additionally, a custom-branded Google Cardboard was included so potential companies could virtually experience the space.

Raffles Insurance, the country’s first heterogeneous captive insurance company, was conceived 30 years ago in response to the frustrating lack of control, unpredictable premium costs, and inconsistent coverage afforded by the traditional commercial insurance industry.

Rule29 had the honor of updating the company’s brand and building the platform for its future growth. After an extensive interview and research process, we worked on redefining the brand essence, voice, and positioning. From there we executed a comprehensive redesign of their logo, tagline, website, promotional materials, conference design, and recruiting tools.

A little taste of some of our video and motion graphics/animation projects. Includes studio, motion, animation, live action, and location.

Location intelligence platforms often feel overwhelming in practice, so Cuebiq turned to Rule29 to tell their story. We produced a wide variety of materials ranging from their website, presentations, environmental pieces and more. In addition, we created a powerful and intuitive UX/UI design for their SaaS platform, designed to present high-level data analyses that could be easily understood and evaluated, no matter an individual’s technical skills. 

Along with the updated platform design, we had fun creating a comic book for the Cuebiq sales team that broke down the value proposition of their Clara product and additionally served as a memorable leave-behind piece. Working for the largest location intelligence database in the United States and their vibrant brand was a fantastic experience.

CDK Global, an industry leader in automotive commerce technology, approached us with the realization that they needed a new, clear brand voice in light of a shifting industry landscape. We led the efforts to help this global leader redefine their story, brand positioning, and voice. This influenced the company’s vision and mission while impacting the subsequent creative to help establish CDK’s story internally and externally. 

This greatly influenced the concept and execution of both the “Dealer Who Never Quits” spot and the “Who and What Is CDK?” motion-graphics video that we developed in tandem with the new brand voice and story.  The uniquely stylized motion graphics focused on high-level concepting and emotional connection to build brand awareness.

Susan Cain, who is known for her book, Quiet and for her life-changing TED talk, “The Power of Introverts“, and her team of introverts and extroverts alike partnered with us to discuss an interesting prospect – a website that would serve as a central hub of resources for introverts to find community and for others to understand them better.

The result was Quiet Revolution. With beautiful imagery, intelligent contributors, and thoughtful design, Quiet Revolution is a site that allows introverts to feel at home and grow.

Inspired by the brand’s “Organization Made Easy” tagline and the versatility of the product across all kinds of businesses, we developed a motion graphics video that featured these boxes being used in a variety of different environments. The hope was to convey that Bankers Box is an ally for any company’s record storage needs. We created a campaign that was fresh and own-able for the brand, using a 3D animation style to make the video feel like it had depth and movement.

View the video here