Gold Don't Quit
Ten years after we created the Joseph Maley Foundation's initial brand, it required an update. While we loved the original brand, and so did JMF, a lot has changed in the past decade. We wanted to reflect those changes in a cleaner, more modern brand that worked well across all different channels. We also wanted to develop a visual mark within the brand that had the potential to become the recognizable icon for the foundation moving forward.
Initially, we sat down with a few members of the Joseph Maley Foundation team for a working session that gave us space to talk openly and honestly about the elements of the current brand that required revamping, identify the Board's needs and wants, and think aspirationally about where they dreamt of the foundation being in another 10 years.
After this working session, our team went back to INNOVATIVE and got to work. We identified several different options that would help elevate JMF's brand while maintaining the elements that really made the foundation what it is today.
From the options presented, JMF had an immediate favorite that would ultimately become its new brand.
In addition to redesigning JMF's main logo, INNOVATIVE has strived to unite the Joseph Maley Foundation's five diverse programs under the umbrella of its updated brand.
INNOVATIVE has been committed to helping the Joseph Maley Foundation since before it was even founded. We have acted as an extension of the JMF team for all branding, marketing and storytelling efforts over the last 10 years. Prior to this rebrand project, we helped the foundation revamp its website, which was also nearly a decade old at the time. Head over to the Joseph Maley Foundation website to learn more about its mission to serve children of all abilities.
719 Virginia Avenue, Suite 101
Indianapolis, IN 46203
2000 West Lafayette Blvd.
Detroit, MI 48216