Canadian Association of Gift Planners

Cause, Nonprofit

Our work
Brand strategy and positioning
Campaign concept and strategy
Identity design
Graphic design
Website UX design
Web development
Digital Advertising
Display advertising
Out of home advertising

Partner organizations recruited


Increase in Canadian charitable gifts, on track for 2030

A national campaign brand designed for greater giving

The CAGP Foundation is working to expand charitable giving in Canada through education, knowledge sharing, and awareness campaigns aimed at sparking national conversations.

In 2020, the Foundation embarked on a behaviour change initiative designed to increase the number and size of charitable gifts left through wills. Currently 5 per cent of Canadians leave a gift in their will and CAGP’s goal is to increase this by 3.5 per cent over the next 10 years, opening up an additional $40 billion for charities across Canada.

Pilot was tasked with creating the brand for this new, decade-long national initiative, including the name, positioning, core messaging and visual identity. The new Will Power brand was conceived and developed by the agency based on a fundamental positioning: “Your will can do more.”

At its core, Will Power is about getting Canadians, specifically 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.

Pilot developed 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. The typeface was chosen because of its warmth, yet contemporary feel. 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’re extremely grateful to have found such a thoughtful, talented, and well-rounded partner for the Will Power campaign. The Pilot team are brand masterminds, creating a brand that is memorable and a marketing strategy that quickly generated a lot of public attention. It was a breeze working with their digital team. It’s quite unique to have an agency so dedicated to the clients and projects they take on

Laurie Fox, Will Power Campaign Director

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.

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