The Vermont Community Foundation is committed to strengthening communities across Vermont through thoughtful and strategic philanthropy. Looking to refresh their brand and website, VCF partnered with us to create a more modern, resonant identity that would better connect with their audience and reinforce their role in Vermont’s philanthropic landscape.
We began by immersing ourselves in the world of Vermont philanthropy to understand the needs of VCF’s audience. This included workshops, analytics reviews, and market research to pinpoint key insights.
With our research in hand, we crafted a new brand identity that felt authentic to Vermont. The timeless logo and fresh visual elements were designed to resonate deeply with their audience.
Armed with a clear brand direction, we restructured the website to make it more intuitive and engaging. We introduced tools like the giving quiz and enhanced data visualization to better connect with users.
We started by getting to know VCF through workshops and a thorough review of their website analytics. We also looked at what similar organizations were doing and dug into the financial and philanthropic habits of their target audience.
We learned that Vermont’s wealthy are down-to-earth and value personal, impactful giving experiences. This understanding shaped our approach to the brand and website redesign.
Our goal was to create a brand and web presence that reflected Vermont’s unique character—authentic, community-focused, and genuinely caring.
The pinecone logo symbolizes safe, generational growth, aligning perfectly with VCF’s mission. The design and color choices were inspired by Vermont’s natural landscape, giving the brand a look that’s both fresh and familiar.
We made sure VCF’s messaging was clear and consistent, whether they’re speaking to fundholders, advisors, nonprofits, or the wider community.
The tagline, “Give Where Your Heart Lives,” was crafted to capture the deep emotional connection that fundholders have with Vermont. It serves as a powerful reminder that their generosity has the greatest impact when it supports the place they love most. This simple yet meaningful phrase became a key element of the VCF brand, resonating with both local donors and those with ties to the state, and reinforcing the foundation’s commitment to nurturing Vermont’s communities.
We restructured the website’s architecture to create a more intuitive user journey. By simplifying the navigation and organizing content into clear, concise categories, we made it easier for visitors to find the information they need, whether they’re new donors or long-time supporters. This streamlined approach ensures that users can quickly connect with the content that matters most to them.
To enhance donor engagement, we developed an interactive “giving style” quiz. This personalized tool helps visitors discover the giving options that align best with their values and interests, guiding them towards funds and programs that resonate with their personal philanthropic goals. The quiz not only enriches the user experience but also deepens their connection with VCF’s mission.
We transformed VCF’s impact report into a dynamic, living document that vividly showcases the foundation’s work. By incorporating interactive maps, charts, and storytelling elements, we brought the contributions of fundholders to life, making the data both engaging and accessible. This approach highlights the real-world effects of giving, making the impact of each donation tangible and inspiring further generosity.
