Client:Women's Foundation of Southern Arizona
Date:March 07, 2013

WFSA Brand Refresh


Presenting the sophisticated, modern face of philanthropy

WFSABrandGuidelinesWFSA was founded on the belief that when women thrive the whole community benefits. Since its inception, WFSA has invested more than $1.7 million in organizations that help women overcome social, political and economic inequities.

In 2012/2013, I worked with Julie Ray Creative on the brand refresh for the Women’s Foundation of Southern Arizona. This was a comprehensive branding project that started with significant research. We conducted focus groups, developed an online questionnaire, and studied WFSA’s competitive set before developing the visual elements and communication strategies for the organization.

WFSA initiated the brand revitalize project with the goals of raising the visibility of WFSA in the community, differentiating the organization from others that serve women and girls, and ensuring that the organizations full scope of work is reflected in the marketing materials. During the initial meeting, WFSA expressed that the most compelling ideas to communicate are that WFSA provides leadership and addresses issues that women and girls face; WFSA focuses on long-term, life-changing, culture-changing work; and that WFSA funds organizations that change lives.

During the brand refresh project, I was personally involved with the research portion of the project, developing the tag line and “5 Forces of Change” verbiage to explain WFSA’s multiple outreach efforts, as well as writing the key messages document. I also did the design work for the 5 Forces of Change graphic, sponsorship package, and brand guidelines as well as assisting with the project management duties.