Public Dreams has been awarded a $50,000 brand makeover to further its vision of bringing communities together in a shared creative experience.

The generous donation is part of an annual charity initiative, Karo Kaus, run by branding agency, Karo Group. To date, Karo has awarded $400,000 of brand strategy and multi-disciplinary creative services to deserving charities in Vancouver and Calgary, each charity receiving a $50,000 brand makeover.

“Public Dreams Society really stood out as it has been an integral part of the Vancouver cultural scene since 1985 and has awed and inspired tens of thousands of people with its spirited public art,” says Anne Farrer, vice president and managing director of Karo Group Vancouver. “Karo Kaus is about making a difference in local communities. We want to help Public Dreams reach its full potential and touch many more Vancouverites through art in the years to come.”

“We are thrilled to win this brand makeover,” says Laura Grieco, managing director of Public Dreams Society. “People don’t always realize that Public Dreams is behind some of Vancouver’s largest interactive arts events like the Illuminares Lantern Procession, which attracts up to 25,000 artists and attendees, Parade of Lost Souls and the upcoming LunarFest. It’s wonderful to have Karo onboard to help us raise our public profile and create more opportunities for our talented community.”

Public Dreams Society is the fourth recipient of Vancouver Karo Kaus. Past winners include Theatre Under the Stars (TUTS) where Karo was able to help them and boost ticket revenue by an unprecedented 40 per cent in 2010 and secure their first-ever season sponsor for 2011.

“I believe wholeheartedly that the re-branding we received from Karo played a major part in our success,” says James Cronk, managing producer for TUTS. “Our new brand has raised our organization to a new level and continues to be commented on by our patrons, sponsors and volunteers.”

Karo Kaus kicks off in November each year when not-for-profits are invited to submit applications outlining their opportunities and needs. After deliberating over many entries, Karo Group’s judging panel invites the top finalists to present their case to the team. Based on a range of criteria, a worthy winner is selected by company vote.

For more information about Karo Group or the 2011 Karo Kaus, visit www.karo.com.

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