Who is Flourish Fund?
Flourish Fund seeks to connect faith-motivated donors with data-driven social interventions focused on nourishing vulnerable communities. Rather than shying away from systemic challenges, each Flourish Fund initiative is a radical invitation to choose hope. Their enthusiasm for their work is contagious, so we were excited when they asked our team at Amenable for help with improving brand identity.
Building a Brand: Designing with Purpose
There are dozens of organizations competing for attention in the space of high-capacity giving, so our main objective was to help Flourish Fund stand out. One of the unique aspects of Flourish Fund is its foundation in faith-based giving combined with a rigorous data-driven approach. This intersection allows Flourish Fund to appeal to donors who are motivated by their beliefs while assuring them that their contributions are making a measurable impact. Other organizations might do superficially similar work, but Flourish Fund has a passion and distinctive vision that needed to be reflected in a visually arresting website.
Flourish Fund is an ambitious project, so we wanted their brand to subvert expectations. We did that by rejecting the solemn color palettes typically seen in the finance and philanthropy industries in favor of a bold color palette to emphasize the vibrant, hopeful nature of their work. We paired a palette of blue-greens with splashes of bright yellow to communicate innovation and trustworthiness, and we chose confident typography intended to inspire and engage new visitors to their website.
The team at Flourish Fund aren’t just big dreamers—they’re also big planners. They have ambitious goals, but they’ve also got the data to back them up. Flourish Fund uses strategic financial investment to cultivate stronger foundations for society, which reminded us of the imagery of a tree’s roots growing deep. We modeled the abstract roots logomark after a seal to communicate Flourish Fund’s data-informed process of strategically selecting community initiatives for growth. We recognized that Flourish Fund’s branding needs might evolve as they begin new initiatives, so we intentionally created a logomark that could visually feel at home not only on their website, but also on brochures, merchandise, or any other medium they might run into.
The team at Flourish Fund aren’t just big dreamers—they’re also big planners. They have ambitious goals, but they’ve also got the data to back them up. Flourish Fund uses strategic financial investment to cultivate stronger foundations for society, which reminded us of the imagery of a tree’s roots growing deep. We modeled the abstract roots logomark after a seal to communicate Flourish Fund’s data-informed process of strategically selecting community initiatives for growth. We recognized that Flourish Fund’s branding needs might evolve as they begin new initiatives, so we intentionally created a logomark that could visually feel at home not only on their website, but also on brochures, merchandise, or any other medium they might run into.
Behind the Brand: Improving Brand Identity
At Amenable, we emphasize the importance of aligning a client’s visual brand with their core values. As such, the process of improving brand identity for Flourish Fund was not just about design; it was about capturing the spirit of their organization. Consistency and authenticity are key when it comes to improving brand identity, so the brand needed to be one they could be proud of.
Working with a young organization like Flourish Fund presented a unique opportunity for our team at Amenable. Because Flourish Fund is early in its lifecycle, a key part of our role was to help them navigate the questions of identity that every organization needs to wrestle with as their brand takes shape. As they explored different ways to articulate what sets their work apart, our team provided an experienced, external perspective to ensure that their visual identity and brand communication were clear and compelling, even to those unfamiliar with their work. Our goal was to create a brand identity that would not only reflect their vision and passion but also inspire their audience to join them in their mission.
Flourish Fund represents a bold, hopeful vision for the future of philanthropy. By combining faith-motivated giving with a data-driven approach, they have created an innovative model of impact that is both heartfelt and effective. We are grateful for their decision to partner with our team at Amenable and honored that they trusted us to guide their young organization in improving brand identity. We look forward to seeing Flourish Fund thrive!
Working with a young organization like Flourish Fund presented a unique opportunity for our team at Amenable. Because Flourish Fund is early in its lifecycle, a key part of our role was to help them navigate the questions of identity that every organization needs to wrestle with as their brand takes shape. As they explored different ways to articulate what sets their work apart, our team provided an experienced, external perspective to ensure that their visual identity and brand communication were clear and compelling, even to those unfamiliar with their work. Our goal was to create a brand identity that would not only reflect their vision and passion but also inspire their audience to join them in their mission.
Flourish Fund represents a bold, hopeful vision for the future of philanthropy. By combining faith-motivated giving with a data-driven approach, they have created an innovative model of impact that is both heartfelt and effective. We are grateful for their decision to partner with our team at Amenable and honored that they trusted us to guide their young organization in improving brand identity. We look forward to seeing Flourish Fund thrive!
