Created the brand identity for Will Power, a decade-long national initiative by the CAGP Foundation designed to inspire greater charitable giving across Canada. The work spanned naming, positioning, messaging, and visual identity, built around the idea that “Your will can do more.” A bold, energetic identity reframed an often uncomfortable topic with positivity, using vibrant colour, warm typography, and a flexible framing device to express individual impact. The identity was extended across a content-rich digital experience featuring planning resources, charity profiles, and access to professional advisors.