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Baltimore Community Foundation

Baltimore Community Foundation

Baltimore Community Foundation, 2022

For 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 identity as an organization and bring its new office space to life ahead of its 50th anniversary. The rebrand’s flexible system works seamlessly across 2D and 3D environments, from print and digital communications to signage and wayfinding.

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

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

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The “speech bubble”  icon symbolizes its vital role in bringing together the Baltimore community, potential donors, and civic leaders. These relationships play a crucial role in developing community-led programs for maximum impact. 

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Ashton developed an extensive collateral system with a modular framework to support the organization’s many needs, from business cards and envelopes to fact sheets and long-form documents. 

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We extended the brand into the workplace environment—utilizing the brand’s bright secondary palette for vibrancy and wayfinding

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

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The ground floor lobby features the Baltimore Community Foundation Gallery. This space highlights local artists in the community with  rotating curated exhibitions.

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For over 50 years, BCF has developed a strong community of donors, residents, activists, elected officials, and philanthropists dedicated to building a better Baltimore for future generations. 

Photography

Vivian Marie Doering

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