Entry

Minneapolis Foundation

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Concept/Purpose of the Work:
Elevate a 100+ year-old community foundation to be a critical partner for communities in need — affecting positive change on the increasingly complex social and economic challenges of our time. Understanding the role of a foundation can be complicated and seemingly transactional. By being more intentional in our relationships (both donors and recipients), we can better articulate and strengthen the foundation’s vision and closer align with our work. Our research and insights shaped a robust brand framework anchored by the promise, “Cultivating Generosity.” This sentiment informed our communications strategy, redesigned identity, and an intuitive website that serves multiple target audiences.

Results of the Work:

While the rebrand is in its early stages of reveal, the public-facing brand line, “Cultivating change together,” captures the heart of the brand and is boldly showcased on the website—featuring community members and foundation leaders along with amplified colors and composition.

How the Work Was Delivered to the Masses:
KNOCK tailored Positioning, Branding, Messaging, and the Website experience to engage with target audiences (donors and recipients).


Credits:
Pete Leacock: VP Account Director
Frances Owusu: Strategy Director
Gene Valek: VP Brand Voice
Heather Winchell Project Director
Joe Anderson: Creative Director
Johnny Hill: User Experience Lead
Lucas Hines: Copywriter
Matty Lund: Digital Experience Director.
Megan Mullins: Project Director
Talia Camarena: VP Strategy

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