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.

Locus now has sharp and compelling messaging, striking new branding along with a style guide, and a detailed and achievable plan to better engage its core audiences. Together, the new materials chart its growth into a singular organization striving for racial and social equity in finance. Fenton elevated Locus’ equity goals throughout its brand language and developed a communications plan that included an in-depth audience map, media outreach and social media guidance, and a thought leadership strategy to expand its footprint to key audiences across the country.