Modernizing a philanthropic brand & website

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Issues
Services
  • Brand Strategy
  • Content Strategy
  • UX Research
  • Visual Identity
  • Website Design

Mission Investors Exchange (MIE) is the leading nonprofit network of foundations engaged in impact investing. MIE was looking to double down on engaging their community and wanted a brand refresh and a new website to signal that to their members. That's when they turned to Teal.

Teal and MIE worked collaboratively to create a refreshed brand consisting of updated messaging and a new visual identity. Once the brand work was complete, Teal designed a new website and suite of print collateral pieces for the organization. Together, MIE and Teal created a comprehensive brand system that speaks to community foundations and philanthropic organizations throughout their impact investing journey.

A robust Discovery & Research phase

We began our work with MIE with a robust Discovery & Research phase geared at learning everything we could about the current state of the MIE brand and website. This assessment helped us clearly define where we were, where we needed to go, how we were going to get there, and how we were going to measure success.

The Discovery phase consisted of a number of activities including:

  • Stakeholder learning sessions
  • Interviews with target audiences
  • Market analysis
  • Review of engagement data
  • In-person discovery workshop

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We kicked off the workshop by sharing and discussing the findings and recommendations from our research. This allowed us to 'share the same brain' and same set of facts for the duration of the workshop.
To encourage MIE stakeholders to keep their internal perspectives in-check, we assigned each participant to 'attend' the workshop in the persona of one of MIE's target audience members. We asked them to come prepared with a list of their 'burning questions' they wanted to know about MIE and/or mission investing.
Teal then led a brainstorming activity geared at identifying potential content, features, and functionality that would help various audience members get answers to those burning questions.
We also worked together to draft baseline 'about' statements that described who MIE was, what they do, who they do it for, and why they do it.
Teal also prepared draft architecture approaches for the website that we presented and gathered feedback on. The goal of this exercise was to set us in the right direction for the website redesign.
Teal presented three moodboard concepts that each explored a different approach to a new look-and-feel for MIE. The moodboards helped us guide the discussion around what visuals conveyed the MIE brand essence most strongly and why.

Once MIE centered upon a look-and-feel direction, Teal began to build out the visual identity system for the MIE brand. We designed a new logo, established a color palette and typography system, devised a set of custom icons, and provided direction on photography style. We compiled all of these guidelines into a comprehensive brand guide for the organization.

Together MIE and Teal created a comprehensive brand system that brings to life the vibrant community of impact investors who combine their capital and passion to bring about positive social and environmental change.

Teal also completed a full website redesign for MIE. In addition for creating custom page layouts for the public-facing website, we also created user interfaces for MIE's secure member portal where MIE members can manage their investment profile and connect with other mission investors.

Teal created a suite of organizational collateral pieces for MIE, including letterhead, envelopes, business cards, a PowerPoint template, and a mobile-friendly HTML email newsletter.

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Let’s work together!