LWJ Foundation

Camden, NJ Non-Profit

Background

Focused on supporting the youth of Camden, NJ, The Luke W. Jordan, Jr. Foundation was formed in an effort to formalize the giving of its founder, Luke W. Jordan, Jr. [whitepenny] was brought in to help the Foundation develop a brand strategy that would help the organization attain its short and long-term goals.

Approach

While the Foundation had grand hopes for its future, when we began our initial discovery process we quickly realized just how young this foundation was in its development. Our work began with an in-depth positioning phase that helped hone in on what was at the core of the Foundation as well as where it was going in the future. Beginning at the ground floor with the development of a mission statement, [whitepenny] worked with The Luke W. Jordan, Jr. Foundation to develop a visual identity, funding booklet, and website that would all tell the story of the organization (and ultimately showcase the faces of the Camden’s youth). With its various assets in place, the Foundation began an outreach effort that has been met with great success, and the organization is already discussing ways that it can expand its reach.