Make-A-Wish creates life-changing wishes for children with critical illnesses. Headquartered in Phoenix, Arizona, they serve children in every U.S. community. They also work in over 50 countries worldwide, granting more than 520,000 wishes to date!

Services Provided

  • Brand Story

  • Messaging Strategy

  • Logo Design

  • Brand Guidelines

  • Brand Identity

  • Iconography

  • Launch Campaign

  • Social Media Marketing

  • HTML Emails

  • Digital Platforms

  • Brochures and Sales Collateral

  • Print and Digital Invitations

  • Environmental Advertising

  • Pop-up Banners

  • Event Marketing

  • Animation and Motion Graphics

  • Sizzle Reels

Project Overview


  • In today’s image-driven, digital world, nonprofit brands' look and feel have become crucial in attracting funds and support

  • Make-A-Wish recognized the need for a revitalized image beyond its trademark swirl and star logo from the late 1990s

  • Turned to Rule29 to spearhead a transformative initiative for a dynamic image reflecting its global presence


  • Collaboration with Make-A-Wish extended beyond visual elements to encompass a strategic ecosystem

  • Connected Research and Strategy with tangible expressions of Brand, Website, Print, Digital, Environments, and Marketing

  • Rule29's thoughtful design and strategic considerations transformed Make-A-Wish's image into a dynamic, cohesive force communicating the organization's mission with clarity and impact


  • Revitalized brand identity, anchored by contemporary logo and cohesive visual language, resonated globally, fostering renewed connection and engagement

  • Integration of new identity into physical spaces through immersive brand experiences reinforced organization's presence in local chapters and global headquarters

  • Comprehensive approach by Rule29 elevated Make-A-Wish's visual presence and contributed to tangible outcomes, including heightened global awareness and increased engagement

Make-A-Wish is committed to bringing hope and joy to young lives in over 50 countries and across 5 continents.

At the core of Make-A-Wish's mission is the belief in the power of dreams to inspire resilience and instill joy, even in the face of adversity. This nonprofit juggernaut has become a beacon of light for families navigating the challenging journey of childhood illness. By granting wishes that range from meeting beloved celebrities to experiencing magical adventures, Make-A-Wish creates profound moments of joy and empowerment for children when they need it most.

Refreshing a Globally Recognized Logo

In the Make-A-Wish logo of generations past, the grainy star trail and whimsical typeface were difficult to reproduce, hard to read in certain contexts, and troublesome to integrate with chapter and region names. 

Despite that, change can be hard and a new logo carries with it some trepidation – what if you lose your brand recognition and prestige? Our goal as we refreshed the logo was to preserve critical visual cues, while adding contemporary flair.

Logo Before

Logo After

One Brand, Many Uses

Because Make-A-Wish leads a number of initiatives and events throughout the year, Rule29 showed how the events could be co-branded and maintain a similar experience.

A Brand Guide for Global Impact

Rule29 crafted a comprehensive Brand Guide for
Make-A-Wish, serving as a blueprint for the organization's visual identity. The guide serves as a beacon for internal and external stakeholders, offering insights into the nuanced elements of Make-A-Wish's visual language. It not only reinforces brand integrity but also empowers teams to confidently communicate the organization's mission with a unified voice. 

From the global headquarters to local chapters, the Brand Guide has become an indispensable resource, facilitating seamless implementation of the new identity and ensuring that every touchpoint resonates with the organization's core values and global impact.

Building a Brand

Rule29 seamlessly extended the updated logo to a variety of communication pieces. The cohesive application of the brand across these elements not only ensured a professional and unified presentation but also turned each piece into a tangible embodiment of Make-A-Wish's mission, ready to leave a lasting impression on every recipient and stakeholder.

There are certainly challenges with input from chapters and affiliates from around the world, wish families and potential donors…ultimately Rule29 along with our internal Creative Services team was able to synthesize all of that feedback and develop a logo and design system that was energized and fresh, yet paid homage to the logo and system that served us for the past 18 years.

Josh Deberge

Director, National Communications & PR, Make-A-Wish America

Made for Social

From vibrant visuals to compelling narratives, the brand's essence was thoughtfully carried into social media, creating a dynamic and engaging online presence. With strategic consistency across platforms, Make-A-Wish connected with a broader audience and instilled a sense of shared optimism and empowerment.

Special Event Materials

Make-A-Wish fundraising events are a major component of their overall fundraising efforts, and required a brand-forward experience.


Featured in Graphic Design USA magazine, Brand New, and LogoLounge Book 11; Winner of HOW Design's 10th Annual Logo Design Awards; Winner of the 2019 Indigo Design Award; Recognized by the 2018 Transform Awards (North America)