Oldest community foundation in Connecticut that connects donors with causes that they are specifically interested in. The foundation was lacking a clear, identifiable brand to the region they serve.
A way to launch a new identity incorporating their existing logo into all of their collateral materials including stationery, business cards, brochures and signage, and develop a website that re-defined them, and connected them to their donor base.
As with all foundations the decision making group was large and diverse in background, business acumen and marketing experience. A committee comprised of volunteer board members from local business executive teams, community agency CEOs and the foundation’s executive team had to reach consensus on the website look and feel, functionality, content and interactivity. Through our website fact finding tool, we were able to put the committee members into the user’s mindset to compile a set of concrete user experience goals for the website.
- An identity system that established visual brand unity and suggested a more professional and stable attitude.
- Collateral materials were created with the goal of attracting both donors who want to participate in improving their communities and organizations who are deserving of the grant assistance. The new look is nurturing and inviting.
- Advertising and miscellaneous templates that can be easily used for specific promotions and events throughout the year that keep, and build on, the brand architecture and messaging.
- An engaging, interactive website that is easy to navigate and find information from a large amount of donor, grant and community information. The new site is the focal point for all of the foundation’s marketing and outreach efforts.
Staff, volunteers and board members are extremely happy with the end-result and feel they contributed to the project’s overall success. The website ranks very high in SERPs and the community at large has responded favorably to the new positioning and brand.