Services
Brand Strategy, Naming, Logo and Visual Identity
Sector
Nonprofit/Member Network
Donors Forum was the only statewide membership association in the country representing both grantmakers and nonprofits under one roof. Founded in 1974, it had 40 years of history and real brand equity in its name. Initially begun as an organization connecting grantees with funders, it evolved into something more expansive over time.
The transactional relationships that defined its early years gave way to something more collective: a shared mission among more than 1,100 member organizations to make Illinois a more vibrant, dynamic landscape for social impact. The name, rooted in the organization’s origins, no longer reflected what it had grown into or where it was headed.
Impact
The results of the Forefront rebrand were measurable. In the first year following the launch, contributions and grants grew by 18.2% and total revenue increased by 11.1%. Member organizations reported a stronger sense of shared identity under the new name, reflecting the organization’s shift from a transactional network to a true movement for social impact across Illinois.
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Increase in contributions in grants after first complete year of rebranding
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Increase in total revenue after first complete year of rebranding
Dramatic increase in member recognition, sense of shared identity and mission
Brand Vision
Substance developed the name Forefront to signal where this organization operates: at the leading edge of the social impact sector in Illinois.
The overlapping circles in the mark carry two ideas at once. First, that individuals and organizations become stronger by working together. Second, that Illinois itself is a place of extraordinary diversity, and that diversity is a source of strength, not a complication to manage. The colors are direct and intentional: vibrant, alive, and built from the same palette as Forefront’s mission statement: building a vibrant social impact sector for all the people of Illinois.
The brand architecture was designed with enough flexibility to spotlight individual causes and member communities without fragmenting the whole. The symbol becomes a framing device, a watermark, a spotlight. It works at scale, and it works at the member level.
The strong visuals lend themselves to an event materials, print campaign, and program materials. The brand is as vibrant and dynamic as the organization
