Diversifying a brand for deeper engagement
A core objective of the Foundation’s brand experience is to inspire people — in ways big and small — to act.
Diversifying our platforms
To do this we diversified the platforms we have to communicate with and reach our target audiences, including creating more targeted objectives for each of the Foundation’s established social media and digital platforms, and by also creating new flagship products — including an annual magazine, podcast, newsletters, and video series.
Diversifying our perspectives
We also diversified the voices of the Foundation’s platforms. After an extensive audit with an external agency, we transformed our writing practices to center Diversity, Equity & Inclusion principles in our work, and we also expanded the voices of representation for the Foundation — minimizing the dominance of a corporate voice, offering bylines on articles, who got featured, providing space for more creative storytelling approaches that allow people to share their perspectives in their own words.
Embracing a diverse team of brand ambassadors
By refreshing our brand guidelines and making them universally available and applicable to staff, we empowered everyone to serve as a brand champion and ambassador for the Foundation’s work.
See for yourself: