01
A New Brand Strategy
After years of growth, AVDF reached an inflection point where they needed a revitalized brand strategy to support the Foundation into the future. Our discovery process unearthed notable opportunities for the brand and laid the groundwork for the new visual identity and messaging playbook.
To resonate with AVDF’s diverse audiences, we got to know each unique segment
We documented everything that drives key audiences to engage with AVDF, including financial, emotional, social, and functional motivations. A deep understanding of the various target markets was vital to the success of the new brand strategy.
From there, we uncovered a diverse list of funding areas that didn’t appear to be organized by a central brand vision. We helped the Foundations clarify their funding areas around the new brand tagline “Investing in our common future.”
02
Designing a New Brand Identity
What makes a brand? It’s not the logo, not the mission statement, not the pretty marketing collateral – it’s a reputation, supported by a combination of all these important elements. AVDF’s new brand identity takes its strong reputation and enhances it for today’s ever-evolving world. We built their new identity via an updated brand definition, new logo design, and a comprehensive visual identity system.
03
Outlining the UX Strategy
With the brand identity clearly defined, our next step was to translate that vision into a seamless online experience.
Elegant UX is the art of serving specific users the right website content at the right time. We set out to achieve this for AVDF’s new site by starting with user journeys.
Establishing the ideal user journey starts here.
We collaborated with the AVDF team to chart the specific journey that each of their audience personas must take to achieve stated goals on the new site. Ironically, this structured exercise allowed us to think outside the box, coming up with new ways to engage, delight, and reduce friction on the website.
Putting the pieces together.
We developed a new direction for AVDF’s sitemap that put the user’s needs first. By clarifying the main navigation and elevating past grantees to highlight AVDF’s impact, we created an experience that told the story of the organization while pragmatically making important information easy to access.
04
Website Design
The new website combines micro-animations, sophisticated photography, and a rich color palette to create an ideal digital experience. Visitors are able to learn more about the organization and discover ways to engage – whether that's applying for a grant, learning about funded research, or reaching out about partnership opportunities. The site serves as a bold introduction to AVDF’s new brand identity and positions the organization for continued success.
A Simplified Grant Application Page
The new Grant Application page, the single most important page for conversions, became the second highest trafficked page on the site.
Push10 helped us to create and launch our new brand. In addition, they designed a new website that is beautiful, functional, and user friendly, and that provides applicants and grantees the information they need. We were extremely pleased with Push10’s vision, creativity, and execution.
The Arthur Vining Davis Foundations
Michael Murray, President
VISIT THE WEBSITEInstant Impact
7%
Increase in overall page views
15%
Increase in average time on page
10.5%
Increase in organic search traffic
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