how to brand "giving"

we're on the eve of new leadership in the country, so i was already feeling patriotic when i came across a couple city year volunteers. the ubiquitous red jackets seem to be showing up a lot this year. maybe it's because chicago's been buried under snow and red is quite noticeable on white. or maybe it's because the organization is rising in popularity and coming closer to reaching its vision. (someday, they want the most commonly asked question of a young adult to be, "where will you do your service year?")

regardless, the red jackets have always struck me as being one of the better branding devices. attention-getting attire worn by young, energetic people giving to their communities. talk about brand reinforcement. smart, smart stuff.

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