Those most excluded from democracy should be at the center of transforming it.
As one of the largest funders of Women of Color-led organizing in the United States, Groundswell Fund strengthens U.S. movements for reproductive and social justice by funding grassroots organizing.
Groundswell came to Teal with a challenge: Help us tell our story, lift up our incredible grantees, and demonstrate why the Fund is the best way to effectively support real social change.
We partnered to build new websites for Groundswell Fund (c3) and Groundswell Action Fund (c4) to power their blueprint for change: “moving $80M to grassroots organizing led by Women of Color and Transgender and Gender Non-Conforming people of color by 2026.”
From the Movement, for the Movement
Expanding the Brand: Grassroots Power
Teal’s designers took an existing Groundswell Fund logo and expanded it into a visual design system with dynamic color, typography, and imagery. The wave-like elements of the logo layer and animate–ebbing and flowing–underneath authentic images of grantees. The subtle motion furthers the activation and dynamism of the site. Accessible, legible typography strikes a tone that’s approachable for funders and true to the Fund’s grassroots power-building work.
The Movement’s Center: Grantees
Groundswell Fund has spent nearly two decades building relationships with reproductive and social justice organizations. The fund created an “irrigation system” that helps donors and foundations pour in resources to support the vital organizing and movement-building work happening on the grounds of communities across the country.
The new website:
Spotlights grantees from Black Trans Media in Brooklyn to Native Movement in Fairbanks, AK
Helps grantseekers find the right fund for them
Gives funders a clear view of Groundswell Fund’s impact and its simple and revolutionary model for change
An Action Fund that’s Transforming Democracy
For the c4 Groundswell Action Fund, Teal used WordPress multisite to create a sibling site that feels related, but visually distinct. The site is distinguished with an energetic color palette rooted in deep purples, small typography shifts, and content that speaks to the legislative and electoral impact of this particular fund.
The result? A recognizable presence that is easy for the Groundswell team to manage, clear for users to navigate, and ready to support the electoral organizing efforts led by women and Trans People of Color.
Fighting for Collective Liberation
With a powerful model for change, Groundswell Fund is proving that “when a foundation is run by and for those who come out of grassroots organizing, the giving looks different.” Across reproductive justice and nearly every major social issue, the Groundswell Fund team is supporting intersectional organizing and durable movements for progress. Teal is proud to support their work.
Teal Media is a woman-owned full-service creative agency based in Washington, DC. We offer UX research, web design & development, brand strategy, and creative support to mission-driven and nonprofit partners. We believe purposeful design can transform organizations, inspire action, and enable progress.
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Teal Media is a woman-led creative agency that builds brands and websites for nonprofits, foundations, and mission-driven organizations. We have a core presence in Washington, DC and Detroit, MI.
