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03 / 11 / 2025
Case Study

How a Messaging Strategy Boosted this Community Foundation’s Profile

Branding Digital Marketing Graphic Design Marketing Web Design Web Development Website Launch

Branded letterhead for the Nanaimo Foundation, designed by Array Marketing Agency in Nanaimo, BC.

When it comes to connecting donors to community causes, Nanaimo Foundation has long been a catalyst for change. However, despite its deep-rooted impact, its messaging and online presence lacked clarity, making it difficult to engage new donors and partners. Without a strong brand narrative, potential supporters struggled to understand the depth of Nanaimo Foundation’s reach and how they could facilitate change.

Our creative agency stepped in to reposition the foundation as the go-to choice for local giving. Through strategic messaging, a brand refresh, and a fully optimized digital experience, we helped define Nanaimo Foundation’s voice and establish its presence as a philanthropic leader.

Clear messaging starts with knowing your audience.

Man speaking at a podium in front of a mural in Nanaimo.
A strong brand position starts with a deep understanding of your audience. Through in-depth market analysis, we identified Nanaimo Foundation’s key target personas: local donors, community organizations, and philanthropic leaders. We examined their values, lifestyle, influences, and pain points that prevented deeper engagement.
This insight allowed us to craft messaging that speaks directly to their needs, making the foundation feel more approachable and relevant to those looking to give back.

Identifying the right messages inspires action.

Nanaimo Foundation Brand Guidelines book, designed by Array Ad Agency in British Columbia.

Clear and consistent messaging serves as the foundation of your brand’s personality. Thinking of our target personas, we refined Nanaimo Foundation’s communications by defining four key elements:

  • Mission & Vision: We clarified the foundation’s purpose and future aspirations, ensuring every message reinforced its role in strengthening the community.
  • Unique Value Proposition: We highlighted what sets Nanaimo Foundation apart; its deep local roots, donor support services, and ability to create lasting impact through community investment.
  • Key Messaging Pillars: We identified the core themes that drive engagement, such as accessibility, impact, and connection, ensuring alignment across all touchpoints.
  • Brand Voice & Tone: We moved away from formal and institutional language to a warm, inviting tone that fosters trust and encourages participation.

These strategic elements informed Nanaimo Foundation’s refreshed brand identity and website, ensuring consistency and clarity across all communications.

Establishing a visual identity strengthens brand recognition.

Nanaimo Foundation business cards and banner. Marketing print collateral and messaging strategy designed by Array.
Beyond words, a brand’s visual identity is a powerful tool for reinforcing trust, recognition, and connection. To align Nanaimo Foundation’s look and feel with its renewed messaging, we refined its brand system with modern typography, an accessible colour palette, and versatile design elements that create a professional yet welcoming presence. Here’s how it all came together:
  • Colour Palette : Using the logo as a starting point, we updated colours to include a secondary palette, enhance online accessibility, and better reflect the foundation’s warmth and community-driven mission.
  • Typography: We introduced clean, modern typefaces that improve legibility across digital and print formats.
  • Brand System & Elements : We developed a cohesive set of visual elements that could be used consistently across all touchpoints, ensuring a cohesive brand experience.

By creating a refined, recognizable brand identity, we gave Nanaimo Foundation the tools to communicate its impact visually. This system informed our next stage—redeveloping a website that would attract the right people.

Website and collateral that reinforces your brand drives engagement.

Mobile phone mockups of the Nanaimo Foundation website showcasing responsive web design. Messaging strategy and website designed and developed by Array.

A brand is only as strong as the experience it creates and your website is often the first place people engage with your organization. If your messaging isn’t clear, or if visitors struggle to navigate your site, you risk losing potential supporters before they understand your impact.

For Nanaimo Foundation, a website refresh was essential to aligning its digital presence with its refined brand messaging and visual identity. We focused on creating a site that is intuitive, inspiring, and built to drive engagement.

  • Storytelling Approach: A standout feature of the new website is the rotating homepage banner, framing poetic headlines in a ferry window. This is an iconic visual that immediately establishes a sense of place and belonging for Islanders.
  • Simplified Navigation: A clear, intuitive menu makes it easy for donors, nonprofits, and community members to find the resources they need.
  • SEO-Optimized Content : Keyword-driven content increases visibility and ensures the right audience can find the foundation through online search.
  • Impact-Driven Pages: A dedicated “Impact” section shares donor stories and community projects, turning mission into action.
  • Editable, Dynamic Features : With a flexible CMS, the Nanaimo Foundation team can easily update content, keeping the site relevant and engaging over time.

Beyond digital updates, we provided marketing collateral including business cards, social media templates, and event materials to ensure brand consistency across all platforms.

The results: A brand that commands attention.

When your brand speaks with clarity and purpose, it captures attention, builds lasting relationships, and drives meaningful impact. With a clear brand narrative, a cohesive visual identity, and a user-friendly website, Nanaimo Foundation is now positioned as a leader in local giving.

Whether you’re looking to refine your messaging, enhance your digital presence, or forge stronger connections with your audience, we’re here to help. Let’s craft a strategy that amplifies your impact.

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