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The New York Foundling Annual Appeal

Standing Out to Stay Relevant

We were engaged by The New York Foundling to design print and digital materials for their 2017 Annual Appeal. 

The 100 year old organization has a well established history, and they wanted the message for this year to remind folks that they are still as relevant today as they were 100 years ago. They wanted something bold and modern, while maintaining a familiarity for their long time supporters. They wanted to breathe new life into the look of their Appeal. 

Excited by this task, we set to work by reviewing previous appeals, getting to know their organization’s mission and history, learning what sets them apart, and who they serve. 

We learned that they are proud that what sets them apart from other charities is their personal-touch. We let that idea inspire our designs, and came up with a way to bring their brand to the materials in a bold new way that felt personal and reflective of the warmth they provide. 

We used the huggie shape to create a series of art assets to frame imagery, call outs, and call to action statements. We combined these shapes with bold messaging, type, and vibrant colors to bring in a bolder modern feel.

With this project we expanded upon the boundaries of their visual design identity, while remaining true to the brand. The look is refreshed, but the feel is recognizable for both the donor and The Foundling’s history.