Alfred P. Sloan Foundation
The full mission of a top science foundation comes forward.
The full mission of a top science foundation comes forward.
The full mission of a top science foundation comes forward.
Institutional Rebrand
Institutional Rebrand
Institutional Rebrand
They had the credibility. They needed the clarity.
Across its 85-year history, the Sloan Foundation’s work spoke for itself. But its story didn’t. The Foundation’s programs were thriving, but its message wasn’t keeping pace. Known for rigor and impact, Sloan needed a cohesive identity that reflected not only what it funds, but why it matters.
WHAT WE DID:
Institutional Rebranding
Visual Identity
Tagline Creation
Messaging Platform
A new tagline, tied to a deeper truth.
The Sloan Foundation’s strength has always been its rigor—its ability to identify and support the best minds in science and technology. But what emerged through our work together was the deeper truth: Sloan’s mission is fueled by optimism.
The new tagline, “Driven by the Promise of Great Ideas,” captures both the Foundation’s standards for excellence and its conviction that bold thinking can change the world. (It also subtly nods, intentionally, to the career of the founder, who transformed General Motors during the 20th century.)
IMPACT:
Reenergized the Foundation’s national presence, clarifying its voice among major research and education funders.
Provided a long-term messaging system adaptable to diverse audiences—scientists, grantees, journalists, and policymakers.
Helped reposition Sloan from a quiet legacy funder to a visible leader advancing discovery and innovation.
Animated video bumper introducing the Foundation's new brand identity
Animated video bumper introducing the Foundation's new brand identity
Animated video bumper introducing the Foundation's new brand identity
“What was most impressive about Mackey Strategies’ work with us was their commitment to the foundational work of understanding who we are and what we represent. The result was a completely authentic reflection of our values and aspirations.
They were true collaborators, always enthusiastic and at times indefatigable, working with equal parts care and tenacity to elicit from us a renewed vision for ourselves. We couldn’t have hoped for more.”
— Adam F. Falk, President, Alfred P. Sloan Foundation
“What was most impressive about Mackey Strategies’ work with us was their commitment to the foundational work of understanding who we are and what we represent. The result was a completely authentic reflection of our values and aspirations.
They were true collaborators, always enthusiastic and at times indefatigable, working with equal parts care and tenacity to elicit from us a renewed vision for ourselves. We couldn’t have hoped for more.”
— Adam F. Falk, President, Alfred P. Sloan Foundation
“What was most impressive about Mackey Strategies’ work with us was their commitment to the foundational work of understanding who we are and what we represent. The result was a completely authentic reflection of our values and aspirations.
They were true collaborators, always enthusiastic and at times indefatigable, working with equal parts care and tenacity to elicit from us a renewed vision for ourselves. We couldn’t have hoped for more.”
— Adam F. Falk, President, Alfred P. Sloan Foundation
They had the credibility. They needed the clarity.
Across its 85-year history, the Sloan Foundation’s work spoke for itself. But its story didn’t.
The Foundation’s programs were thriving, but its message wasn’t keeping pace. Known for rigor and impact, Sloan needed a cohesive identity that reflected not only what it funds, but why it matters.
WHAT WE DID:
Institutional Rebranding
Visual Identity
Tagline Creation
Messaging Platform
A new tagline, tied to a deeper truth.
The Sloan Foundation’s strength has always been its rigor—its ability to identify and support the best minds in science and technology. But what emerged through our work together was the deeper truth: Sloan’s mission is fueled by optimism.
The new tagline, “Driven by the Promise of Great Ideas,” captures both the Foundation’s standards for excellence and its conviction that bold thinking can change the world. (It also subtly nods, intentionally, to the career of the founder, who transformed General Motors during the 20th century.)
IMPACT:
Reenergized the Foundation’s national presence, clarifying its voice among major research and education funders.
Provided a long-term messaging system adaptable to diverse audiences—scientists, grantees, journalists, and policymakers.
Helped reposition Sloan from a quiet legacy funder to a visible leader advancing discovery and innovation.
Animated video bumper introducing the Foundation's new brand identity
Animated video bumper introducing the Foundation's new brand identity
Contact Us
We tailor our services to produce the work that moves your mission forward.
Contact Us
We tailor our services to produce the work that moves your mission forward.
Contact Us
We tailor our services to produce the work that moves your mission forward.
Contact Us
We tailor our services to produce the work that moves your mission forward.
“What was most impressive about Mackey Strategies’ work with us was their commitment to the foundational work of understanding who we are and what we represent. The result was a completely authentic reflection of our values and aspirations.
They were true collaborators, always enthusiastic and at times indefatigable, working with equal parts care and tenacity to elicit from us a renewed vision for ourselves. We couldn’t have hoped for more.”
— Adam F. Falk, President, Alfred P. Sloan Foundation
“What was most impressive about Mackey Strategies’ work with us was their commitment to the foundational work of understanding who we are and what we represent. The result was a completely authentic reflection of our values and aspirations.
They were true collaborators, always enthusiastic and at times indefatigable, working with equal parts care and tenacity to elicit from us a renewed vision for ourselves. We couldn’t have hoped for more.”
— Adam F. Falk, President, Alfred P. Sloan Foundation
© 2025 Mackey Strategies. All Rights Reserved.
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© 2025 Mackey Strategies. All Rights Reserved.
Our site uses cookies and similar tools that may connect your activity with your email to deliver relevant communications. To opt out, visit: https://app.retention.com/optout.
© 2025 Mackey Strategies. All Rights Reserved.
Our site uses cookies and similar tools that may connect your activity with your email to deliver relevant communications. To opt out, visit: https://app.retention.com/optout.
© 2025 Mackey Strategies. All Rights Reserved.
Our site uses cookies and similar tools that may connect your activity with your email to deliver relevant communications. To opt out, visit: https://app.retention.com/optout.