Building a Brand of Trust and Optimism
The Brookton Foundation is a non-profit organization dedicated to uplifting communities through education, empowerment programs, and sustainable initiatives. Its mission centers on fostering trust, integrity, and lasting impact. The foundation needed a brand identity that would communicate professionalism, warmth, and reliability to both beneficiaries and partners
Before rebranding, the Brookton Foundation’s visual presence was inconsistent. The organization used different colors, fonts, and logo styles across platforms, which diluted brand recognition. The challenge was to create a unified, modern brand identity that could:
Convey trustworthiness to potential donors and stakeholders.
Communicate warmth and optimism to the communities it serves.
Be versatile for both digital and print applications.
Maintain accessibility and clarity across languages and mediums.
The rebranding strategy was built around three core elements: color palette, typography, and consistent design usage.
1. Primary Colors
Flavescent (#F7E391): A warm golden-yellow representing hope, optimism, and the foundation’s commitment to positive change.
Maastricht Blue (#0D1D34): A deep, sophisticated blue symbolizing trust, stability, and professionalism.
White (#FFFFFF): A symbol of purity, openness, and transparency, providing a clean foundation for all communications.
2. Secondary Colors
Soft Teal (#5DA3A2): A calming and refreshing tone to balance vibrancy with serenity.
Pale Sand (#F4E1C1): A warm, neutral backdrop that enhances readability and sophistication.
3. Typography
Poppins: Selected for its geometric, clean, and approachable design. Its flexibility across weights allows for strong headlines and highly readable body text, ensuring consistency across platforms.
The new brand guidelines were rolled out in stages:
Digital Presence: The Brookton Foundation’s website and social media channels adopted the new colors, typography, and layout, creating a unified online identity.
Printed Materials: Brochures, annual reports, and banners were redesigned with a balance of Maastricht Blue for structure, Flavescent for highlights, and Pale Sand for warmth.
Community Outreach: Campaign materials such as flyers and posters used the brand’s vibrant accents to draw attention while maintaining trust through professional typography and clear layouts.
Within six months of the rebrand:
Brand Recognition: Increased by 38% in community surveys, with respondents noting the “professional yet friendly” look.
Donor Engagement: Website donations rose by 22%, with improved clarity in calls to action.
Community Trust: Feedback from partners and local leaders highlighted the foundation’s refreshed, modern, and approachable image.
Consistency Builds Trust: Unified use of colors and typography strengthened brand recognition.
Balance of Warmth & Professionalism: Flavescent added approachability, while Maastricht Blue ensured credibility.
Design for Versatility: The new identity worked seamlessly across digital, print, and environmental graphics.