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When two brands merge, the purpose of each can become blurred and clear strategy is critical. During a merger between two fundraising brands—one focused on grant writing, and the other on events—I was tasked with creating a new brand to express the purpose of the new company. The result is Alloy, a fundraising powerhouse that stands out in the space.
I led the client through a strategy exercise, defining their brand archetype, personality traits, and more. What emerged from that process was a brand that is uncompromisingly truthful, wholehearted, and deeply allied with their clients’ mission. In a space where many competitor brands are conservative and “buttoned up,” my client embraced a brand inspired by grassroots protest culture that is nonetheless trustworthy.
After developing and reviewing many candidate names, the client selected Alloy Fundraising. The name evokes the strength of their combined services and of their client advocacy. The logo draws inspiration from stencils, while the use of spray paint splatters reinforces the connection. A playful color palette counter-balances these hard-edged inspirations, resulting in a unique identity that is both strong and approachable.
