Ms. Foundation - A Brand as Fierce as the Opposition

Ms. Foundation: A Brand as Fierce as the Opposition

The Ms. Foundation for Women needed a powerful new positioning and identity to support an ambitious mission and increased visibility. Created by New York brand engagement firm, Sullivan, the Foundation's new logo and visual system combine to form a powerful platform, reflecting the organization's growing leadership role, as well as its strength and credibility.

After decades of grant making, the Ms. Foundation for Women, a national organization dedicated to eliminating barriers facing women in the U.S., decided it could no longer serve as a behind-the-scenes activist. The "war on women" had to be met head - and heart - on. It was time for the Foundation to assume a more visible role, as advocates on the national stage.

"We're not done" was the powerful theme Sullivan developed for the Foundation's new brand strategy and identity. Yes, there has been a lot progress on women's issues. Still, there is still significantly more to be done, especially resisting the forces that want to reverse hard won successes.

The identity has been activated across a number of channels, including the 2012 Ms. Foundation Annual Report - a critical communication that engaged and inspired donors to take action.

The Foundation's website traffic has jumped significantly, and the 2012 Annual Report had to be reprinted after just three months. Those associated with the Foundation couldn't be happier: "I'm so proud to be a part with this organization," commented one major client.