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

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