Client, Year

Baltimore Community Foundation, 2022

Services

Brand Audit
Brand Positioning
Stakeholder Engagement
Messaging & Tone
Logos & Marks
Identity Development
Brand Systems
Brand Guidelines
Wayfinding
Branded Environments
Donor Recognition

Photography

Baltimore Community Foundation

Inspiring donors to invest locally

For over half a century, Baltimore Community Foundation (BCF) has inspired donors to invest meaningfully in the Baltimore region through grantmaking, enlightened civic leadership, and strategic investments. Ashton worked with BCF to reimagine its visual identity and bring its new office space to life ahead of its 50th anniversary. 

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We conducted extensive research, stakeholder interviews, and digital surveys to guide our approach. Our research revealed that “BCF” struggled to stand out in a sea of acronyms. The true essence of the organization was in its full name: Baltimore Community Foundation.

The resulting rebrand gives prominence to the full name, and then supports it with a flexible system that works seamlessly across 2D and 3D environments.

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The “speech bubble”  icon symbolizes the Foundation’s vital role in connecting civic leaders, potential donors, and community members. By encouraging open communication between these groups, BCF helps build meaningful programs that better the area.

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The identity’s modular framework was applied to a range of collateral to support the organization’s diverse needs, whether community touchpoints or financial disclosures.

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We adapted the new identity with a special “50” icon to spotlight their half-century of impact.

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As the BCF office is open to the community, it needed to feel as welcoming as its updated identity. We brought the brand into the workplace using its bright secondary palette for vibrant wayfinding.

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Strategic color blocking guides visitors and staff through the labyrinth-like space and divides it into four areas: community investment, donor services, communications, and finance & administration. 

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The ground floor lobby is home to the Baltimore Community Foundation Gallery, which features local artists in rotating curated exhibitions.

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Now, BCF’s home communicates to visitors its vision and optimism for the Baltimore region. It also gives a peek to passersby at the great work done by the organization inside, further raising BCF’s profile.

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844 Park Ave., Balt., MD 21201

©2024 Ashton Design

844 Park Ave., Balt., MD 21201

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