Reframing a foundation for the next 100 years
As they approached their centennial and a move to a new location, the Hartford Foundation for Public Giving needed an updated brand identity—including a new name and website—to better reflect their community impact and invite residents to take action. Big Duck and Great Believer worked together to develop an identity and website that repositioned the Foundation as a hub for community-led change.
Cementing a shared commitment
The Hartford Foundation for Public Giving wanted a new name that emphasized their strategic focus: to advance equity for all residents across the region. After an inclusive and comprehensive process, Big Duck developed the name, Greater Hartford Gives Foundation, or Greater Hartford Gives for short. The name is action-oriented, evoking a bi-directional relationship that invites everyone to contribute resources and ideas to improve community well-being. The inclusion of “greater” more accurately defines the Foundation’s geographic focus and reinforces that they work to create impact across all 29 towns in their region, not just the City of Hartford.
Community connection
To advance this big brand change, we devised a cross-functional working group composed of staff from diverse cultural backgrounds and at varying levels of tenure at the organization. We also engaged the Foundation’s board, nonprofit partners, donors, volunteers, and community members through various input moments. This deep community involvement reflected the Foundation’s commitment to equity, and helped create a strong, meaningful new name and brand that is truly representative of Hartford residents.
