Project Description

The Big Picture

A name change from Sangamon County Community Foundation to the broader Community Foundation for the Land of Lincoln was the catalyst for a newer, better, bigger presence for this decades old community funding agency. As an organization, they provide a variety of grants including those that help underprivileged children, as well as fundraising groups such as Women for Women who raise money for local non-profits using the CFLL for its fund management and coordination of the program.

The Big Question

Now that we’re serving a broader geographic area, how do we also communicate the fresh era and growth under our new Executive Director?

The Big Answer

Keep it simple. Make the brand message the brand: it’s literally about a “foundation” of the community. Show the Foundation as a stabilizing force for the communities it serves.

The Big Plan

  • The brand image should reflect the sense of a horizon/foundation that is built on the strength of the community
  • All materials (informational brochures and the website) should be completely overhauled
  • Make it easy to find and understand information
  • Show the Foundation as an energized and vibrant organization
  • Use action words for web menu navigation to impart an active and energized process, and make the navigation very clear as to what is found on the site
  • Focus content on connecting with the community
“People do not buy goods & services. They buy relations, stories & magic.”
Seth Godin

The Biggest Hurdle

Verbs. Seriously. What short and sweet action words would work best for the web navigation that would clarify for anyone coming to the site what they could do there, what the CFLL was all about, and how they could get involved?

The Brand Image

The Brand Message

The Community Foundation helps donors, professional advisors, nonprofit organizations and the community at large by streamlining the giving process so donors can focus on the most important aspect of philanthropy – helping others grow and communities to stay rooted in their values.

The Big Takeaway

The Foundation is a success on its own merits – it has great leadership, engaged board members, and a ‘can do’ attitude that is just an engrained value they hold. Our branding process was important, and it certainly gave ‘new life’ to a very old and tired brand, but we don’t kid ourselves into thinking that is why this organization is such a success. But is was a fun project, and one that brought a lot of good juju to the design team. WORKING FOR GOOD CAUSES BRINGS ITS OWN SPECIAL REWARDS AND MAKES YOU STEP A LITTLE LIGHTER ALONG THE WAY.