Strengthening a Brand to Strengthen Society
A smart brand needs a smart branding agency.
Some brands work hard. Others quote Alexis de Tocqueville. When you find a brand that does both, you have something special. And that brings branding challenges. When American Philanthropic came to us with the task of rebranding and renaming their growing agency, we were excited to dive into a project of such depth.
Make it simple.
Great brands are able to simplify their depth—to make it understandable. AmPhil's brand had grown complex. This meant simplifying the brand name, the logo, the brand visuals, and the messaging. AmPhil had also embraced implicit brand truths that needed to be documented. We helped AmPhil discover and detail their brand values, personality traits, and brand anthem to give their team members the tools they needed to build strong client relationships.
A Hidden (Brand Name) Treasure
The new brand name was there all along.
Like looking for your sunglasses for an hour and then realizing they're sitting on top of your head, American Philanthropic's new brand name was there all along. Since the 21-letter, 8-syllable name didn't exactly roll off the tongue, clients and team members alike had been abbreviating the brand name to "AmPhil" for years. Our simple recommendation was: lean into it and formalize the informal.
It was a naming decision that came with a huge sigh of relief from everyone in the organization. No more trying to type out the full name in client emails or pronouncing it with a mouthful of pasta salad when your aunt asks you about your job at the next family gathering. It was a branding decision that just made sense, and the rebrand process answered all of the questions they needed to know it was ok to make it official.
The Brand Foundation
The rebrand centered around American Philanthropic’s core purpose and tagline: to strengthen civil society. Our job was to help them define, in the simplest terms, how and why they execute that purpose. We guided their leadership team through our award-winning brand identity process and discovered a set of foundational core values and unique personality traits. The brand finally came to life both for their internal team and longtime clients. From there we crafted their brand anthem—the story of who they are, what they do, and why they do it. This gave us the necessary brand foundation to build out the rest of their brand assets and rollout plan.
A custom word mark was the only way to capture this brand in a logo. It had to be simple, strong, classic, and sophisticated—all in one visual. What resulted was a beautiful and timeless logo that will serve AmPhil for decades to come.
Remember the tree logo you saw at the top of this page? We couldn't let such a detailed piece of AmPhil's heritage just fall by the wayside. We decided to recycle the old logo into a subtle texture for use in digital and print design.