UPBrand was privileged to create an identity for Rise Up For Heroes, an initiative spearheaded by The St. Louis Blues, The St. Louis Cardinals and other local businesses that aimed to lift spirits and encourage relief donations during the coronavirus pandemic.
- Campaign Development
- Identity Creation
- Social Media
- Website Design
We were inspired by the shared blue hues of our city’s flag and of our healthcare leaders’ identities. We also used the fleur-de-lis to highlight the “H” in heroes as well as the action of rising up for one another.
As the initiative’s hub of information, the website had to be visually appealing and user-friendly. With much to communicate all on one page – from the care-avan to the nightly celebrations to the donations callout – we needed to make clear design choices and write in clear but engaging copy throughout.
In partnership with our sister agency Vidzu Media, we created an anthemic video voiced by none other than Cardinals announcer Dan McLaughlin. For this piece, we wanted to go beyond the clichés of pandemic narratives – sentimental piano, talks of the “new normal” and overly obsequious language — to highlight the unique resilience of our region. The piece kicked off an hour-long, star-studded KSDK “Rise Up For Heroes” special, produced by sister agencies CPG and Evntiv, intended to raise spirits in our community.
To encourage sharing, we leveraged the celebrity of our partners by developing content for them to share on their platforms. We also rallied around and monitored the #RiseUpForHeroes hashtag to pull user-generated content for the website and for continued sharing.
We created giveaways for our local heroes – shirts, flags and rally towels – to build equity in the branding and foment pride. And to get the word out in the community, we created print ads in the St. Louis Post-Dispatch.