We create identities, collateral, websites, environments, video, photography, and pretty much everything in between.

The Michael & Susan Dell Foundation Rebrand

Industry Setting
The Michael & Susan Dell Foundation started in 1999 as a nonprofit organization with an endowment that has grown to more than $1 billion.

Challenge
As the foundation moved toward an international presence, the need to build a broader yet global identity and culture was necessary. The previous brandmark was an enclosed rectangular box, which did not reflect the innovative and approachable attitude of the foundation. Further, the acronym MSDF was not recognized as the “Michael & Susan Dell Foundation”.

Strategy
The overall strategy was to visually represent the foundation’s mission “to transform the lives of children living in urban poverty”, and to make its name more recognizable. Inspired by a butterfly, the new brandmark serves as a universal sign of transformation to represent the continuous journey to a brighter future.

Result
As a result of the rebrand, the foundation’s visibility has increased nationally and internationally. Recent brand audit showed that grantees used more accurately the new logo and brand elements in their own communication, and had a clearer idea of the foundation’s focus and strategy. We have also seen an increase in the amount of traffic to the new website.

 

logo_for_website1

Butterfly mark

Print

Initial logo exploration

msdf_bcard

Business card

msdf_folder

Folder Design

msdf_stationary

Stationary System

msdf_thank-you-card-1

Thank you card

msdf_thank-you-card-2

msdf_award

Award certificate with custom designed frame and texture mat

msdf_ads-fact-sheet

Fact Sheet and Advertisements

msdf_website_home-monitor

Website Design

msdf_website__0009_home
msdf_website__0006_programs

msdf_website__0004_impact

msdf_website__0000_video library

msdf_website__0001_where we work

DECA Dental Surge Conference Video
DECA Dental
Video
DECA Dental Surge Conference Video
Google Play Looping Videos
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Motion
Google Play Looping Videos
Dell Young Leaders
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Dell Young Leaders
Google CES Mixer Environmental Design
Google Play
Motion
Google CES Mixer Environmental Design
Google Play CES Mixer Video
Google Play
Motion
Google Play CES Mixer Video
TopGolf Grand Opening Video
TopGolf
Video
TopGolf Grand Opening Video
The Michael & Susan Dell Foundation Rebrand
The Michael & Susan Dell Foundation
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The Michael & Susan Dell Foundation Rebrand
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Golf Photography
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Golf Photography
Athlete Studio Portrait
Photography
Athlete Studio Portrait
Moto X Mayhem Highscore Challenge
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Video
Moto X Mayhem Highscore Challenge
Ericsson – Mobile users at work
Ericsson
Photography
Ericsson – Mobile users at work
Dell Scholars Program
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Dell Scholars Program
Mesa Design Group
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Iowa Farms
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WTL Firm
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Warehouse Photography
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Prevoir Studio
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Ready.Set.Code
In Her Shoes Program
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In Her Shoes Program
The Hush Radar
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The Hush Radar
New York Road Runners
The Michael & Susan Dell Foundation
Photography
New York Road Runners
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Photography
Think College Now
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Photography
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NSN Flash Kiosk Animations
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Motion, Video
NSN Flash Kiosk Animations
AMD Future Video
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Motion, Video
AMD Future Video
Nokia Switch
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Nokia Switch
Marathon Kids
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Video
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Nokia – AT&T Developer Summit 2012 Video Projections
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Nokia – AT&T Developer Summit 2012 Video Projections
Ubiquity TV
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Ed-Fi: Dashboards for Principals
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Ed-Fi: Dashboards for Principals
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Video
NSN Success Story Videos
AMD Eyefinity Unveiling Video
AMD
Motion, Video
AMD Eyefinity Unveiling Video
Endeavor Machining
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Endeavor Machining
MWC 2012
Nokia Siemens Networks
Photography
MWC 2012
Nokia Networks Private Party Photography
Nokia Siemens Networks
Photography
Nokia Networks Private Party Photography
New York Road Runners
The Michael & Susan Dell Foundation
Video
New York Road Runners