Tight Knit

When the Ralph C. Wilson, Jr. Foundation came to us looking for authentic ways to tell stories around the work they do, we created a content program called Tight Knit. In our first season, Tight Knit brought much-needed attention to the issues faced by family caregivers. While the stories provide different experiences, they are universal in recognizing the family caregiver as a vital and selfless part of every community, deserving our unlimited support, attention, and advocacy.

Our work included eight podcast episodes and two short length documentaries. Partnering with one of the creators of Radiolab, a reporter for NPR’s Marketplace, and the filmmakers at The Front and Wild Scientific, we found ways to tell multidimensional and multigenerational stories that touched on numerous challenges and rewards family caregivers are living with right now.

We utilized watercolor as a brand texture throughout this identity system and navy as a core brand color to tie back to the Ralph C. Wilson, Jr. Foundation branding. Watercolor is a beautifully imperfect medium that also feels organic and human. Additionally, the notion of the watercolor’s semi-transparent shapes can represent communities coming together to build each other up.

The branding has been widely loved and spread across various platforms including Spotify. The documentaries have won numerous accolades, including Best WNY Short at the 2020 Buffalo International Film Festival, Best Documentary at the 2020 Puerto Rican Heritage Film Festival and an Award of Recognition from the 2021 Impact Documentary Awards.