Coming out of an exhaustive strategic planning process, the Community Foundation of Greater Birmingham had a fresh sense of direction but still faced a real barrier to progress. The Foundation’s leaders knew that to expand the organization’s impact it needed to clarify and declare its intent. In addition, the Foundation had an opportunity to better define and own its relationship to social equity, a central issue determining the future of this diverse region.
The Community Foundation of Greater Birmingham’s leadership partnered with Carr and Company to strengthen its brand identity and articulate a refreshed set of brand-level messages.
After initial conversation with the Foundation’s leadership, it became clear that a number of key convictions, assumptions, and principles operating under the surface had not yet been articulated. We extracted and distilled these ideas into a set of Core Beliefs that define what the Foundation stands for and the ideas that shape its approach.
Then, we expanded our conversations to include donors, grantees from across the region, and Foundation staff (both current and former). The insight we gained here gave us a strong and nuanced understanding of what the brand needed to emphasize, clarify, and convey.
Our engagement produced several brand-building tools that have informed communication to internal stakeholders and external audiences. Now, with Core Beliefs to ground and distinguish the organization, a Messaging Strategy, and a set of Brand Messages, Foundation stakeholders are better equipped to communicate on behalf of the Foundation with confidence, authenticity, and consistency.
Our work was instrumental in shaping the messaging for the Foundation’s Annual Report, newsletters, and donor-focused communications and campaigns. Communications design by Samantha Richardson.
Our engagement produced several brand-building tools that have informed communication to internal stakeholders and external audiences. Now, with Core Beliefs to ground and distinguish the organization, a Messaging Strategy, and a set of Brand Messages, Foundation stakeholders are better equipped to communicate on behalf of the Foundation with confidence, authenticity, and consistency.
Our work was instrumental in shaping the messaging for the Foundation’s Annual Report, newsletters, and donor-focused communications and campaigns. Communications design by Samantha Richardson.
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