Context

McNally House Hospice was preparing to launch a major campaign to support its expansion — a deeply meaningful initiative rooted in care, dignity, and presence at the end of life.

The challenge was not just to communicate the need, but to do so in a way that felt human, hopeful, and grounded in the reality of the experience. The campaign needed to resonate emotionally with donors, while remaining clear and cohesive across a wide range of materials and touchpoints.

We partnered with McNally House to develop the “Life in Every Moment” campaign identity — a visual and narrative system designed to hold both the sensitivity of the subject and the ambition of the campaign.

From concept to execution, the work focused on creating a brand that could support storytelling, fundraising, and long-term recognition, while staying true to the organization’s values.

Outcomes

• Developed a campaign identity that balances emotion and clarity, helping communicate end-of-life care in a way that feels human, warm, and accessible

• Created a flexible visual system (logo suite, gradients, typography, and iconography) to ensure consistency across all campaign materials

• Designed a full suite of campaign assets, including print and digital materials, to support fundraising efforts and donor engagement

• Strengthened the campaign’s ability to tell meaningful stories and connect with audiences on a deeper level

• Equipped the team with a clear and usable brand guideline, enabling internal consistency and long-term scalability of the campaign