Developing a brand system

At the establishment of its inaugural fund, I worked with Benefit Chicago to develop a brand to accompany their existing logo.

To meet strategic objectives the new system would need to demonstrate the organization’s commitment to positive social change and connection to local communities through compelling stories of impact. Additionally, it would needed to speak simultaneously to two audiences: investors and borrowers—while simplifying a complicated process for both.

Gradients and design elements, such as the angle, cue viewers into audience-specific messaging for either investors or borrowers.

Candid, documentary style photos tell compelling stories of impact happening right here in Chicagoland.

A simplified story and process

After extensive research, we developed tools of engagement that simplified and guided interested parties through the investing or borrowing process.

Infographics depict and explain Benefit Chicago’s local, community-based strategy to creating impact. Web-based tools alleviate the most significant pain points for both investors and borrowers. A suite of collateral provided relevant information to the right audience at the right time.