The Marin Community Foundation can provide unparalleled access – to people, resources and knowledge – to ensure effective, meaningful philanthropy.
The MCF brand identity reflects it’s standing in the community, its functions, its capabilities and its ambitions for the future. The new identity is forward-thinking, contemporary and global in perspective. The core audience is philanthropically-minded. Using these principals I designed a new brand that would capture warmth, humanity and compassion. But at the same time had a new sense of energy that turned a sleepy brand into something more relevant.
As the new brand rolled out, MCF needed different ways to tell their story. The video below was created for usage at conferences and digital communications. Since MCF is primarily about relationships, having a video that captures their humanity was essential.
For advertising, I looked to explore visual solutions beyond the brand toolkit. I started with the tagline, "Yes. It's possible." Then created visuals that captured scenes where improvement and positivity seemed unreachable, and juxtaposed elements that provided hope. This represented MCF's ideals in singular visual way.