Client Overview: Illumination Foundation

Illumination Foundation (IF) is a national leader in combating homelessness, serving over 3,000 individuals and families daily through integrated housing and healthcare services. With a mission to disrupt the cycle of homelessness in Southern California, IF provides a comprehensive safety net of client-centered services to some of the most vulnerable individuals, families, and children. Through their holistic approach, they work to break down barriers and address the complex issues that contribute to homelessness, making a meaningful impact on the communities they serve.

• Services Provided: Logo, Visual Identity, Web Design, Marketing Design, Fundraising Design, Print Design

• Project Timeline: In-House Creative Partner (7 years)

The Challenge

Modernizing a Trusted Brand for Greater Engagement

Illumination Foundation needed to refresh their outdated branding and web presence. As an organization that relies heavily on community and donor support, IF wanted to create a modern, trustworthy, and legitimate look and feel that would resonate better with donors, volunteers, and partners. The goal was to establish a stronger, more cohesive brand identity that would help drive engagement, attract new supporters, and ultimately amplify the nonprofit’s mission and impact.

Our Solution

A Comprehensive Rebrand to Elevate Trust and Engagement

To achieve these goals, we began by conducting in-depth research and positioning work, analyzing IF’s competitors in the homelessness sector and identifying ways to differentiate the organization. This strategic groundwork allowed us to create a brand positioning that emphasized trust, transparency, and the progressive approach IF takes to solving the homelessness crisis.

We updated and modernized IF’s logo, aiming for a design that would feel both trustworthy and forward-thinking. This new logo symbolized IF’s commitment to positive change and served as a foundational element for the organization’s revamped visual identity.

To enhance community engagement, we designed cohesive and uniform social media assets, allowing IF to present a consistent, professional image across all platforms. This was paired with a full suite of marketing, print, and fundraising collateral designed to support IF’s ongoing development efforts. These materials were crafted to help convert more private and corporate donations, reinforcing IF’s legitimacy and encouraging greater financial support for their programs.

The centerpiece of our work was a complete redesign and development of IF’s website. We created a clean, intuitive site that allows users to immediately understand IF’s mission and see the impact they are making in the fight against homelessness. The new website was optimized to make it easy for donors, volunteers, and partners to engage, whether by making a donation, signing up to volunteer, or exploring partnership opportunities.

Additionally, we incorporated generative AI into IF’s marketing campaigns to protect the anonymity of their clients. This innovative use of AI allowed IF to share powerful, human-centered stories without compromising the privacy of the individuals they serve, a critical consideration in the nonprofit’s outreach efforts.

The AI images above successfully maintain the ethnicities and actual compositions of the photos of IF’s original clients. The faces specifically were altered with AI to protect their anonymity.

The Outcome

Greater Revenue, Increased Engagement, and Significant Grant Success

Over the past seven years, our creative and marketing campaigns for Illumination Foundation have helped drive more than $15 million in revenue and impact, allowing the organization to expand its reach and deepen its impact in Southern California. The fresh brand identity and strategic fundraising collateral have played a key role in engaging new donors and partners, converting interest into meaningful financial support for IF’s programs.

Our work has also contributed to IF’s success in securing significant funding through grants. By crafting visually compelling, strategically designed grant proposals, we’ve helped IF secure hundreds of thousands of dollars in grants, enabling them to fund critical programs and reach more people in need.

With a modernized brand, cohesive digital presence, and effective marketing materials, Illumination Foundation is now better equipped than ever to connect with their community and continue their mission to disrupt the cycle of homelessness.