The CAGP Foundation is working to expand charitable. Will Power is about getting boomers, to recognize the power they have to not only support those they love, but to impact social, environmental, and economic change through their wills.
A visual identity rich in energy, supporting the central themes of “impact” and “change.” The colour palette is bold and colourful, bringing positivity to an often uncomfortable subject. Central to the identity is the frame – four corners that bring focus to the individual and their actions. These frames are modular and flexible in their application and will serve the campaign well over time.
The brand was applied throughout design and development of a content-rich website that features planning resources, charity profiles, and access to lawyers and advisors to help with the process.