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Case study: Non-Profit Branding at UCAN

Business Challenge

UCAN, a youth-focused Chicago non-profit with roots dating back to the Civil War and a modern-day identity that was often at odds with itself. UCAN needed to bring clarity to their brand, build a consensus across the organization, and improve their positioning for future fundraising.


AE Marketing Group conducted in-depth interviews with UCAN’s youths, employees, and board members to provide a clear brand architecture. This resulted in operationalized brand positioning, tone, style, and enhanced creative treatments that integrated key satisfaction data with emotional photography and stronger calls to action.


  • $40M capital campaign goal met within 3 years to build new campus
  • 32% increase in year-over-year giving
  • 94% increase in customer satisfaction
  • Earned media through branded storytelling features topped over 100k hits
  • Featured by Branding Magazine for its innovative work in non-profit branding, marketing, and development
  • Broke single-event fundraising record at 2017 Youth Leadership Awards Dinner


  • Brand Alignment
  • Creative Treatments
  • Employee Advocacy/Engagement
  • Journalism Features
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