Brand Evolution: The Eisner Foundation Launches Intergenerational Grantmaking

Last week, The Eisner Foundation officially announced its new focus to invest exclusively in intergenerational solutions – those that unite generations for the betterment of our communities. Every component of this evolution – including messaging, the website redesign and updated visual identity – were part of an overarching communications and branding strategy.

The Eisner Foundation now has a sharper focus on its funding priorities and a modern, appealing aesthetic to draw people in to learn more. We helped them use smart communications, proactive outreach and fresh design to make the most of this shift.

Because the website is the most widely visible public representation of an organization, we made sure The Eisner Foundation’s new site was ready and waiting for visitors when they first learned about the mission change. The new site provides information to help visitors learn more about the foundation’s strategic shift, and its freshened look and feel visually reinforces the exciting next chapter in the foundation’s life.

One tactic we used to enhance the user’s experience on the website was to create an infographic to illustrate the need for and potential impact of charitable programs committed to bridging generations. Infographics are a great way to tell a story, making facts accessible while drawing a conclusion and showing a way forward. The Eisner Foundation infographic does this by illustrating the trends, challenges and solutions that cross generations of citizens in Los Angeles. View the full infographic here.

If your organization is going through a transformation, it’s important to consider the audiences you are trying to reach and what they care about. Those insights should then inform a holistic approach to updating all of your communications tools. Messaging should always align with an organization’s visual brand, and any major shifts in one should be introduced in concert with the other. Take the time to ensure that the substance and content of your new materials are as strong as the design. After all, you can’t effectively engage visitors with a brand new website if the content still hails from 2012.

The process must also be comprehensive and thorough, giving equal attention to the “big picture” goals and the details of updating specific resources. If you change one visual element, you have to change them all. Everything from stationary to social media icons should be in sync with your new brand.

The result? An evolved brand that looks, sounds and projects one “voice.” Just take a look at The Eisner Foundation’s site: a consistent, strong presence that supports the organization’s admirable and ambitious goals.

For information about how we can help your organization make a strategic shift in mission and brand, contact us at info@causecommunications.com.