Now an independent nonprofit, the Chronicle of Philanthropy has been the premier source of news, information, analysis, and opinion in the nonprofit sector for more than thirty years. They came to Additive with exciting news: plans to launch a new line of coverage called “The Commons,” designed to explore how nonprofits and foundations are working to bridge America’s divides. The Commons engaged Additive to ensure its name, visual identity, and integrated communications plan would draw audiences across the social sector — and spark new ideas, conversations and solutions.
Key Deliverables
Dynamic discourse is core to The Commons’ purpose, so it was important to develop a visual identity that reflected a lively exchange of ideas. To start, Additive rendered a custom logotype with stylized ‘o’s’ converging toward one another, to signify the Commons’ role as a platform for active dialogue and collaboration.
With a digital-first approach, Additive extended typography, a color palette, a photography style and graphic elements for a visual system that could seamlessly adapt to different mediums while maintaining the platform’s engaging demeanor and distinguished feel.
In parallel to developing the visual identity, Additive built a communications strategy across earned, shared, paid, and owned media, establishing clear SMART goals, objectives, KPIs, strategies and tactics to engage target audiences. Finally, Additive developed custom templates, video treatments, animations and assets to deliver a seamless and engaging launch experience.
The Commons rolled out in April 2024 across dedicated newsletters and print editions from the Chronicle of Philanthropy. As their coverage and presence grow, the visual system is a flexible throughline that differentiates The Commons from its parent publication and peers. This distinct and engaging identity, coupled with an intentional communications plan sets the foundation for The Commons to amplify its purpose: bringing a divided America together.
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