United Way of Greater Cleveland
2-1-1 Campaign
Department
Research & Planning | Design | Motion & Sound
Services
Campaign Design | Photography | Video
United Way of Greater Cleveland is a nonprofit organization committed to breaking the cycle of poverty through innovation, partnerships, and impactful programs. To elevate awareness of their essential services, particularly the 2-1-1 social service program, shark&minnow partnered with United Way to design and implement a dynamic, multi-faceted campaign that not only increased visibility but reinvigorated the brand across channels and touchpoints.
The Challenge
Despite the powerful work of United Way of Greater Cleveland, the organization’s brand had remained largely static, limiting public awareness and engagement. The 2-1-1 program, an essential hotline connecting people to critical health and human services, lacked top-of-mind awareness in the community.
The Solution
shark&minnow crafted a bold, multi-channel campaign rooted in hope and accessibility. The design system, featuring striking typography, paint strokes, and a vibrant, human-centered aesthetic, was applied across transit ads, wild posters, digital platforms, and sports venues, including video placements at Cleveland Cavaliers and Browns facilities. The campaign made the 2-1-1 service more visible and approachable for the public.
The Outcome
The campaign successfully elevated United Way’s 2-1-1 program into public consciousness, turning it into a recognizable and trusted resource throughout Greater Cleveland. The new brand executions increased engagement across platforms, deepened trust with donors and stakeholders, and provided United Way with a robust toolkit of distinctive visual assets for ongoing communications. Through thoughtful design and strategic storytelling, we helped United Way show their impact in a way that resonated deeply with the community.
