Rebranding Campaign Creates New Identity for Non-Profit

From name and mission statement to the website, the Adirondack Foundation found the new identity they were seeking with the help of Adworkshop.

Business Challenge

In 2013, our long-standing client, the Adirondack Foundation (formerly the Adirondack Community Trust), asked us to guide their organization in creating a new identity through a rebranding process.  We were asked to create a new design for their marketing campaign-- one that would capture their new name and brand, and convey the organization’s successes in an engaging and informative way.


Through facilitation and collaboration with various stakeholders, we initiated a rebranding effort with a renewed mission statement, core messages, and supporting key facts to clearly communicate their brand. A new name was selected to create more of an impact with donors and partners, and to further their mission of “leading and inspiring the growth of generosity in the Adirondack Region.”  We then worked with the foundation on refining their persona to better reflect the appropriate tone of their new brand when speaking to respective audiences. Finally, we developed a new brand logo, identity and guidelines to capture the spirit and underlying characteristics of the organization.

The rebrand was further enhanced by an adaptive website redesign and content management system that allows staff to update content on a regular basis with ease. Integrated into the website are various third-party tools that support the organization's mission such as “Donor Central,” which allows fund holders to access their funding data. The website also supports a secure method of accepting donations online. Its functionality makes it easy for users-- whether they are donors, professional advisors or potential funding applicants--to find the information they are seeking. The new brand identity and future-friendly online presence provides a solid foundation for the Adirondack Foundation to do what they do so well-- inspire generosity in the Adirondacks.

Adirondack Foundation
  • non-profit
About Adworkshop

Adworkshop is an employee-owned integrated marketing agency providing strategic consulting and creative marketing solutions that help clients solve their evolving business challenges. Rooted in destination marketing from the 1980 Winter Olympic Games, Adworkshop has grown into an agency of 30+ talented employees whose expertise across marketing disciplines leads to innovative strategies and measurable results for destination marketing organizations, tourism businesses, active outdoor companies, educational institutions, health care companies, economic development agencies, and other businesses.

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