“The Foundation for Appalachian Kentucky is a community foundation. But we’re more than that.”
A year ago, we partnered with P&P Creative to create an authentic brand for the Foundation for Appalachian Kentucky. The phrase “but we’re more than that” continued to come up with each discovery and strategy session. We realized that where we currently are as an organization no longer aligned with how we looked or how we talked about ourselves.
As we discussed our history and where we see our organization in the future, we landed on a few central themes. We are proud of the depth of our network. We are proud of our commitment to grow wealth in our region. We are proud of the work that we do to strengthen leadership in our affiliate communities.
We build community capacity in the region. What I mean by that is we are serving as a deep root system connecting people and organizations across Appalachian Kentucky. When we invest–not only with funds, but also by strengthening place-rooted leadership, we all rise. When we build wealth that remains in this region, we’re creating opportunities that improve communities and lives. This is who we are.
Gerry Roll, Chief Executive Officer
Together, we figured out how to weave these central themes in the Foundation for Appalachian Kentucky’s brand. And we’d like to share it with you.
Visual Identity: Where is the tree?
If you’ve partnered with us previously, you’ll see that our tree is missing.
In order to set ourselves apart, we needed to rethink our mark. Have you ever googled a community foundation? What comes up is, essentially, a grove of trees. If we were going to claim that we were not a traditional community foundation, we needed to start with the way we look.
We wanted to embody the idea of growth and being rooted in a far less literal way. We can’t stand out in a grove among trees just like us. So, we decided to pivot. Our new mark represents our connection to communities. It shows how we serve as a connector. And, you can see an “F” and “A” within the circle.
We honored our original color palette, but matured it, as we have matured over the past 15 years. Our green is still present in a modern way to underscore the beauty of the region and our growth.
Messaging: Who are we?
P&P Creative challenged us to think through how exactly we are different from a traditional community foundation. And, to us, the answer lies in our strategies.
Strategy 1: We support communities.
Supporting communities is a theme throughout all community foundations. It is why we exist. But the Foundation for Appalachian Kentucky combines the stability of a traditional community foundation with the innovation and impact of social finance. We bring together people, ideas and resources to build communities and encourage philanthropy. Our approach is to meet communities where they are instead of telling them where they should be. Because, at the end of the day, we believe that investing in the people rooted in communities is the way to make them better. You can explore the impact of our support in the region here.
Strategy 2: We grow assets
When you invest with the Foundation for Appalachian Kentucky or one of its funds, like the Appalachian Impact Fund, that wealth stays in those communities. We grow assets by connecting investors with local people and programs working toward lasting, positive change. We are reshaping grantmaking strategy in the region by creating conditions for businesses and programs to succeed. We pursue relationships with startups and organizations that celebrate Appalachian culture and grow local economies. Discover how investments are changing communities here.
Strategy 3: We strengthen leadership
By motivating and developing community leaders, we eliminate barriers to growth. We use our network and voice to inspire support for persistent problems within communities. By sharing experience and expertise, we provide a platform for communities to speak for themselves. We celebrate the culture of Appalachia by helping people rooted in communities grow opportunities and economies. We continue to strengthen the leadership of our affiliate communities by helping create a foundation of success and support. Learn about the communities we support here.
By supporting communities, growing assets and strengthening leadership, the Foundation for Appalachian Kentucky is rising where we’re rooted.
And we invite you to join us. Over the next couple of weeks, we will be sharing our new brand across our social media platforms. Follow our journey to learn more about our impact.
