Good Design. Positive Change.
Wheelhouse Collective

ALLPLAY Foundation

Brand development for Omaha’s first barrier-free sports complex.


$2.5 million and tons of goodwill raised for a special cause.

A new brand identity helped raise the funds ALLPLAY needed to build and operate the first barrier-free sports and recreation complex in the nation.


The ALLPLAY Foundation needed to create a brand identity and fundraising kit that would help them raise awareness and $2.5 million for a place where all people could come together to play, regardless of their abilities and disabilities.


We created a campaign strategy that made fundraising kit recipients feel like coaches of the future players who would benefit from their donation. Each kit included items that a coach would need to win a game, such as a game plan, clipboard, and whistle.

The ALLPLAY Foundation logo was created to show that there is a place where people can come to play together, regardless of their abilities and disabilities. The die-cut holes in the business card playfully communicated the idea of being “all in.”

The cohesive identity and campaign led ALLPLAY Foundation to meet their fundraising goal in record time. Score!


logo, identity, fundraising collateral, naming


Creative Direction: Marty Amsler
Design: Cathy Solarana
Copywriting: Rainbow Rowell

Project done by Wheelhouse founder while at Bailey Lauerman