Alfred P. Sloan Foundation

The real mission of a top science foundation comes forward.

The real mission of a top science foundation comes forward.

Institutional Rebrand

“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. As a result, the materials that emerged—a new tagline, logo, and other elements of our institutional identity—are 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 (former), 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. As a result, the materials that emerged—a new tagline, logo, and other elements of our institutional identity—are 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 (former), 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. As a result, the materials that emerged—a new tagline, logo, and other elements of our institutional identity—are 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 (former), 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. As a result, the materials that emerged—a new tagline, logo, and other elements of our institutional identity—are 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 (former), 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 also why it matters.

Services delivered

Institutional Rebrand

Institutional Rebrand

Tagline Development

Tagline Development

Messaging Strategy

Messaging Strategy

Visual Identity

Visual Identity

A new tag line 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 about the profound potential of investing in original scientific work. The new tagline—“Driven by the Promise of Great Ideas”—captures both the Foundation's standards of excellence and its conviction that bold thinking can improve the world.

To support the launch of the new identity, we scripted this video bumper to introduce Sloan's refreshed voice to the world.

Messaging Built to Evolve

Provided a long-term messaging system adaptable to diverse audiences—scientists, grantees, journalists, and policymakers.

Messaging Built to Evolve

Provided a long-term messaging system adaptable to diverse audiences—scientists, grantees, journalists, and policymakers.

Messaging Built to Evolve

Provided a long-term messaging system adaptable to diverse audiences—scientists, grantees, journalists, and policymakers.

National Presence

Reenergized the Foundation’s national presence, clarifying its voice among major research and education funders.

National Presence

Reenergized the Foundation’s national presence, clarifying its voice among major research and education funders.

National Presence

Reenergized the Foundation’s national presence, clarifying its voice among major research and education funders.

Advancing Innovation

Helped reposition Sloan from a quiet legacy funder to a visible leader advancing discovery and innovation.

Advancing Innovation

Helped reposition Sloan from a quiet legacy funder to a visible leader advancing discovery and innovation.

Advancing Innovation

Helped reposition Sloan from a quiet legacy funder to a visible leader advancing discovery and innovation.

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.

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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.