WORK PERFORMED

/Positioning Update
/Brand Identity Refresh
/Advertising
/Video
/Program Support

Challenge

When the second CEO in the CDC Foundation’s history took her role, the foundation’s logo did not communicate a clear message and the tagline was interpreted in various ways. The CEO knew it was time for a brand refresh. Seed Factory’s challenge was to update the non-profit’s brand positioning, visual identity and messaging to better connect with their key audiences and explain both the non-profit’s mission and relationship with the CDC.

Approach

We chose a phased approach that included interviewing key stakeholders – board members, influential donors and partners – to determine how the brand can authentically evolve in today’s digital world. Through extensive research, creativity and collaboration with the foundation’s communications team and CEO, we helped build their brand story, value proposition and positioning. The work led to an updated brand identity, tagline, talking points and collateral that better reflects the CDC Foundation’s mission.

Results

CDC Foundation employees, partners and donors are able to more concisely explain what the foundation’s role is, how the logo articulates the mission of the organization, and how to start more conversations about public health and the need to support the CDC’s efforts to save lives.