From Bold Strategy to True Belonging
San Joaquin Community Foundation
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overview
Building a Brand That Reflects & Invites Its Community
San Joaquin Community Foundation set out to turn a bold new strategic vision into messaging, design, and digital tools that reflected their commitment to equity and made it easier for all residents to connect, give, and get involved.
challenge
In a region defined by strong civic pride, personal conviction, and varied political perspectives, words like “equity” and “diversity” did not land the same way for everyone. The Foundation needed a brand system that could honor its commitment while inviting the full community in—without triggering resistance or diluting intent.
insight
Progress would come from connecting the principles of equity to something concrete and shared across all audiences: pride in the San Joaquin region and belief in its potential. By pairing a compelling vision for what the region might become with transparent data showing where gaps existed—and highlighting the programs moving the community forward—the vision could become tangible.
solution
Friday unified leadership, clarified values, and launched a new brand, website, and communications plan to expand local engagement. Four focus area pages pair aspirational vision with local data and concrete initiatives, grounding ambition in evidence and progress. Communications extended beyond digital channels, prioritizing storytelling and in-person engagement that drove deeper relationships with marginalized communities. The result is a platform that invites broad participation while staying anchored in purpose.
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“The communications plan was amazing. It was everything we talked about. We were able to secure an investment from donors to engage a communications and marketing consultant.”
Louis Ponick
Former Director of Donor Relations, San Joaquin Community Foundation
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