Clara Lionel Foundation The New Face of CLF

Case Study

  • Digital
  • Brand Strategy
  • Website Redesign
  • Digital Identity
  • Brand Identity Development
  • Physical and Digital Immersion
  • Nonprofits

The Clara Lionel Foundation (CLF) is a non-profit organization founded by Robyn “Rihanna” Fenty in 2012. The goals of CLF are to promote health and education initiatives in underserved communities around the world. We needed to reposition CLF as an ambitious organization with a desire to drive sustainable impacts, and a track record of success. Both of these traits were true at the outset of the project, but they weren’t being effectively communicated. Also, Rihanna’s dedicated fans—her “Navy”—are young, active on social media, and ready to support “RiRi,” but a large percentage were unaware of the existence of CLF. It was vital for us to capture CLF’s youthful spirit while positioning it as an established, yet growing organization. We created a new logo, design language, and tone of voice that are playful and relatable, while at the same time identifiable and inspiring.