Magnum Foundation Rebrand Case Study — Bellweather

Project Team

Emily Lessard

Chief Strategy Officer

Louis Lee

Chief Creative Officer

Jessie Wick

Chief Operating Officer

Qadir El-Amin

Designer

Grace Han

Senior Designer

Emily Lessard

Chief Strategy Officer

Louis Lee

Chief Creative Officer

Jessie Wick

Chief Operating Officer

Qadir El-Amin

Designer

Grace Han

Senior Designer

We designed a memorable and flexible new identity for the Magnum Foundation that reflects their vital work. Our new suite of logos stand out no matter what the environment or size, while never eclipsing the artists’ work. We launched the new cultural brand across all channels, including their printed annual appeal and responsive website.

FLEXIBLE LOGO SYSTEM

The original Magnum Foundation logo encased the name in a red square, making it illegible in small sizes. We retained the red square as a flexible element that can grow and contain imagery or icons, and we paired it with a bold, custom font that is legible at any scale. We also created a monogram, as an institutional shorthand.

ANNUAL APPEAL

We re-designed Magnum’s Annual Appeal to make fundraising an aesthetic experience for their audience, which led to increases in support year-over-year. Our innovative design makes the Annual Appeal a precious object that is exciting to unwrap: the envelope opens into a gorgeous keepsake poster nestled around a handwritten card. This approach helps Magnum maintain and expand programming while improving their loyalty and brand.

RESPONSIVE WEBSITE

We created an elegant home for the Magnum Foundation’s programs and content. The nonprofit website is image-heavy but never overwhelming, due to a luxurious use of whitespace and elegant typography. We believe in cultural branding that supports content and does not overtake images, which you can also see in our Aperture Foundation rebrand.

Sector

Cultural & Non-Profit

Discipline

Custom Publications & Editorial
Website Design & Development

Client

Magnum Foundation

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