LOCUS Impact Investing (LOCUS) was founded in 2017 to help philanthropy and mission-driven investors deploy their capital in partnership with communities to advance equitable prosperity. Having attained significant progress and growth over its first five years, LOCUS recognized it needed clear and compelling messaging and branding to convey its success. LOCUS asked Fenton to craft an updated logo, clear brand architecture and a compelling messaging platform to convey its leadership in philanthropy, impact investing and community development, as well as a comprehensive communications plan to reach these audiences.

Fenton conducted a comprehensive review of LOCUS’ communications materials, led interviews with key stakeholders, and analyzed its digital presence, social media footprint and website to determine how the organization showed up in the field. The insights from that research enabled Fenton to lead LOCUS through interactive messaging exercises, writing workshops and design sessions, all geared toward building an easily understood but comprehensive and effective messaging platform.

To celebrate the debut of the new brand, we produced a brand launch video to introduce the new Asphalt Green to the world, and showcase the different iterations for all the AG teams and groups. The logo was executed across many different programs and sports team, all with variations of the primary logomark.