The help-us-tell-our-story-clearly-
and-consistently special project

The Women’s Fund of Central Ohio

The Women’s Fund of Central Ohio was founded in 2001 to disrupt gender norms and create equality to empower women and girls to reach their full potential. Seeing a disconnect between how the brand was represented visually and how the brand was experienced personally, the organization came to treetree for help in creating a current, accurate and consistent brand identity that would help clarify its purpose and advance its mission. treetree started with discovery, including interviews, round tables and surveys, to uncover insight that would inform the evolution of the brand identity. During this process, we found great opportunity to more clearly define and position the brand in the hearts and minds of its target audience through both design and messaging.


Grounded in sound strategy, we created an entirely new brand identity package for The Women’s Fund, including a logo and visual elements, color palette, typography and photography style. We also established a new vernacular, including key messaging, a brand story, an elevator speech and tagline. All elements work together to more clearly position the brand and invite engagement and action.





Once the brand was built with a new look and voice, we moved into developing materials, including a brochure, letterhead, business cards and website.