Matale Line | UNICEF

U.S. Fund for UNICEF

Founded in 1947, UNICEF has saved more children’s lives than any humanitarian organization in the world. A longstanding client, UNICEF recently asked The Matale Line to create a bold, new foundation, a “big idea” on which to base myriad strategic activities, from partnerships to fundraising, direct marketing to recruitment, branding to major gifts and beyond. Our solution (some of it seen here) has been celebrated by the “Chronicle of Philanthropy,” featured in “Breakthrough Nonprofit Branding” (AFP/Wiley), and replicated by UNICEF in multiple countries around the world.

Trick-or-Treat for UNICEF

For 60 years, Trick-or-Treat for UNICEF has been an icon beloved by all, a way for kids to raise life-saving funds, a way for them to develop a sense of compassion, lasting their entire adult lives. In need of a facelift, the brand seemed to beckon: Around what new rallying cry could a movement rejuvenate? And through what aesthetic could this imperative be delivered—in a way that at once appeals to kids and adults, that at once feels modern and nostalgic? Enter The Matale Line solution.