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The Dream Factory is a charitable organization dedicated to fulfilling dreams for kids who are battling life‐threatening illnesses. Its unique because all of the funds raised stay in Manitoba, Canada to help local children.

Originally named The Rainbow Society, the organization’s name and brand identity have evolved; however, The Dream Factory’s mandate, mission, and goals remain the same. They rely solely on the generous support of people and businesses.

Since 1983 it has created cherished memories for more than 500 families. The Dream Factory organization is small now, but thanks to their new look, may grow to help even more families in the future.


The new identity is designed by Winnipeg-based integrated brand development and digital services agency Clarkhout/Cocoon (formally Cocoon Branding).


Riding on a new tagline “Sometimes Kids Deserve To Get Carried Away” the new logo and brand package is a vibrant visual experience targeted heavily at children that introduces a blue, purple, green and cream color scheme. Ditching the previous red, yellow and green rainbow icon, as well as the chalky, dull look of the old brand. The old font was in standard and forgettable fonts.

The new logo is downright gorgeous. Most icons work best when minimal, this one is very detailed in many parts, yet remains a simple piece in solitude. “The Dream Factory” is written in two contrasting playful fonts over a cloud that a blimp type ship is floating by. I love the playful look of it overall, and how the D and the M are integrated into the cloud so seamlessly. Also the fact that they pulled off a dominant Blue to Cream gradient is an accomplishment in itself. I like the placement and size of the shadow.


On the cons, I feel like they could have had the ship facing up a little bit more. The ship itself seems to be tilting downwards. The mini clouds to the left of the icon insinuate downward movement a little bit as well which doesn’t feel positive. In its defense, I do think that it also reads as the cloud pulling the ship along, which I’m assuming was the goal. Also, I don’t like how the purple ropes are holding the cloud cage in the word “Dream”, even though it does not effect the one color palette version.

The application, especially on the print material is remarkable. Wavy, swirl clouds, green grass, and a blue sky are essentially the theme. Everything feels dreamy and childish yet so graphically crisp and contemporary. You are instantly engulfed in the world of the organization and taken on a ride as The Dream factory tells you a story while letting a child create one of their own.



“I first became involved with this charity in 1985, when it was The Rainbow Society. I’m very proud to support their efforts to give hope and smiles to kids who really need it.”
– Fred Penner



“It’s truly an honor to meet courageous children and put your generous contributions into action, so they can take a timeout from their troubles and just be a kid.”
– Grace Thomson, Executive Director



All in all, the entire thing is an amazing effort by The Rainbow Society and Clarkhout/CoCoon. The brand package is aesthetically pleasing while providing a visually imaginative experience for the groups and individuals funding the organization as well as for the lucky children who are apart of it.

“We want sick kids to know that dreams can come true and that being a kid can be wonderful – that’s the rationale behind our evolution from The Rainbow Society to The Dream Factory.”
– Leilani Kagan, President


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