Angels Foundation
Created in 2003, the Angels Foundation was originally a response to grief.
In the midst of recovering from the tragic loss of 15-year-old Brittany Groover in a car accident, her family and friends established the non-profit foundation to share a key tenet they had learned. It was something they called the "Angel Principle” – that healing loves company.
Twenty years, two cities, and some 22 triathlon fundraising events later, the Angels Foundation continues to orchestrate philanthropic events designed to activate the healing power of giving in the name of a cherished loved one – whether through time, competition, donations, or resources. They channel that generosity towards the benefit of the local community.
Brand Strategy | Copywriting | Website Design
The Design Office Of John Murph came alongside the Angels Foundation to help in crafting a renewal, establishing a new brand story and updating their online presence.
In addition to composing a written narrative that highlights the Foundation's powerful story, the Office created a graphic language that visualizes the Angel Principle.
This includes sepia tones that evoke old photography and nostalgia, juxtaposed with vibrant accent colors leveraged to highlight key information.
Building around an original "Angel" mark with powerful sentimental meaning to the founders, the new brand also featured imagery compiled in a sort of magical realism, blending cloudscapes with drifting feathers, iridescent sparkles, and compelling portraits. These images are compositions that illustrate the essence of the brand's position: that therapy and healing can come alongside challenge and charity.
