Visual Brand Identity

My goal for this Project is to create a professional and cohesive brand identity that reflects The Bertie Fund's mission of strengthening families' ability to navigate dementia and sustain care at home through early detection, caregiver preparation, and practical support.

We are seeking a volunteer with experience in branding and visual identity to help us establish a distinctive and memorable brand that communicates hope, dignity, trust, compassion, and empowerment. Because "The Bertie Fund" does not explicitly describe our work, our visual identity and messaging will play an important role in helping people quickly understand who we are and why our work matters.

We hope to develop a brand identity that can be used consistently across our website, presentations, social media, printed materials, fundraising campaigns, and community events.

Desired deliverables include:
Primary logo
Secondary logo variations
Icon or favicon
Color palette
Typography recommendations
Brand style guide
Guidance on imagery and graphic style
Canva-compatible brand assets, if possible

Through working with our organization on this project, the volunteer will support our mission by helping establish the public identity of a new nonprofit dedicated to improving the lives of families affected by dementia. A strong and consistent brand will build trust with caregivers, healthcare professionals, donors, volunteers, and community partners, making it easier for families to find support and for the organization to grow its impact.

Dementia affects millions of families, yet many caregivers struggle to find guidance before they reach a crisis. The Bertie Fund exists to help families prepare earlier, navigate the caregiving journey with confidence, and remain connected to practical resources and support.

The volunteer's work will create the visual foundation that allows us to communicate this mission effectively and reach more families. Their contribution will influence every future interaction with our organization—from our first website visitor and first donor to every caregiver who turns to us for education, encouragement, and hope.

I have prepared for this project by developing our mission, vision, and organizational priorities, identifying our primary audiences, and clarifying the values we want our brand to communicate. I have secured our domain name, and preparing for the website launch, fundraising efforts, and community outreach initiatives.

We have already invested significant time in defining our programs and long-term strategy and are now ready to establish a professional visual identity that reflects those efforts. I will provide timely feedback, will be the primary point of contact, remain responsive throughout the project, and make decisions efficiently to keep the project moving forward.

The completed brand identity will become the foundation for our website, donor communications, grant proposals, educational materials, presentations, and all future marketing efforts.