Los Angeles County: Reimagine What’s Possible
The Durfee Foundation invests in people and possibilities in Los Angeles County. The Foundation engaged Visceral to help communicate their unique approach to funding extraordinary individuals in the vibrant and diverse communities around LA.
Working collaboratively with the Foundation and strategic consultants, Lightbox Collaborative, we shaped a brand identity, website and collateral package that reflects the Foundation’s culture and impact. The result illuminates the work of the Foundation and those they support: The individuals and institutions that share the Foundation’s belief that rewarding creativity, risk-taking, integrity, and entrepreneurial spirit creates the leadership and change that LA (and the world) need.
Uncovering the Brand
We refreshed Durfee’s visual identity, developing a new logo and visual identity to allow the Foundation to grow into their new communication strategy. It was important that the brand convey attributes of vibrancy, approachability, action and transparency. Working with the Foundation’s existing mark of the Milagro, Visceral created a logo that had elegance and motion. Inspiration from Los Angeles County and its diverse neighborhoods led the development of a new visual language of typography and color, which was applied to the website and collateral materials.
Visceral worked with Durfee to create a purposeful website that reflects the Foundation’s position as a credible and thoughtful contributor to social change in Los Angeles. Equally important is the design’s ability to showcase the LA region and the diversity of the Foundation’s grantees, clearly communicating the Foundation’s culture and programs through an elegant design and intuitive user experience.
The Foundation’s funding priorities and programs are brought to life through the Our Programs section, where audiences can explore their four key program areas, apply for funding and connect with information on past awardees. The section helps connect the detail of the Foundation’s work with the individual’s doing the work in the field.
Audiences are invited to explore the Foundation’s portfolio of awardees and partners—a section that includes a useful search tool with keywords, program areas, year and media filters. The site is equipped to handle multimedia, including Youtube video integration and MP3 integration throughout, such as an individual awardee pages from the Master Musician Fellowship Program.
Prior to launch, the website received about 2,000 visits per month. We look forward to continuing to work with Durfee to monitor and report on website growth over time.