Building a foundation for a new Foundation.
Client: Fresno Housing Authority
Work: Brand identity package
Challenge
Create a new brand identity for the relaunch of Fresno Housing Authority's foundation, the fundraising arm of Fresno Housing Authority, that could compete for donor attention in Fresno's crowded nonprofit landscape while signaling an expanded mission beyond traditional scholarship programs.
Approach
Researched the local nonprofit landscape and national housing foundation category to identify visual differentiation opportunities. Most nonprofit brands skewed corporate rather than human-centered—missing the mark for an organization focused on resident empowerment. Led collaborative sessions with internal stakeholders to define brand attributes (warm, inviting, approachable), developed 50+ logo concepts, and presented the strongest options to leadership and their external oversight board. Created a comprehensive visual identity system with templates and brand guidelines designed for internal team execution.Results
The Beyond Housing Foundation brand launched alongside their 2024-2027 strategic plan, positioning the organization to attract funding for economic mobility programs serving residents beyond their original scholarship focus. The human-centered visual identity distinguished the Foundation in donor outreach while maintaining strategic alignment with Fresno Housing Authority's established brand.
The brand package equipped the internal team to maintain consistency across fundraising and community engagement materials as they scale their impact.
