The CAGP Foundation is working to expand charitable giving in Canada through education, knowledge sharing, and awareness campaigns aimed at sparking national conversations. Will Power is about getting Canadians, specifically older adults, to recognize the power they have to not only support those they love, but to impact social, environmental, and economic change through their wills.
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.
We applied the brand to the 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.