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Location: Alexandria, Virginia
There are dozens of high-capacity giving organizations competing for attention, so our main objective was to help Flourish Fund stand out. One of the organization’s distinctives is its foundation in faith-based giving combined with a rigorous data-driven approach. This focus allows Flourish Fund to appeal to donors who are driven by their beliefs while assuring them that their contributions are making a measurable impact. This unique vision deserved a visually arresting brand and website.
Flourish Fund is an ambitious organization, so we wanted their brand to follow suit by subverting 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.
When it came to the logo, we thought about how the team at Flourish Fund aren’t just big dreamers—they’re also big planners, and they’ve got the data to back them up. They use finance to cultivate stronger foundations for society, which immediately reminded us of the imagery of a tree’s roots growing deep. We abstracted this image into an “official seal,” intentionally creating a logomark that could visually feel at home on the website, brochures, merchandise, or any other medium that Flourish Fund might need.
Because Flourish Fund is early in its life cycle, 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.
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!
