Alfred P. Sloan Foundation
brand assessment
brand assessment
brand assessment
brand assessment
messaging strategy
messaging strategy
messaging strategy
messaging strategy
tagline development
tagline development
tagline development
tagline development
Revitalizing a legacy with a modern,
purpose-driven identity
Revitalizing a legacy with a modern, purpose-driven identity
Honoring an 85-year history while positioning for the future
The Alfred P. Sloan Foundation, one of the nation’s foremost nonprofit institutions, has long been a beacon of excellence in funding groundbreaking scholarship and programs. With a history spanning 85 years, the Foundation sought to reinvigorate its identity and reconnect its work amid the rapid changes of the 21st century.
Following a competitive nationwide RFP process, the Sloan Foundation chose Mackey Strategies to revitalize its institutional communications. Through an in-depth and collaborative process, we crafted a modern messaging platform anchored by the tagline, “Driven by the Promise of Great Ideas.” The narrative we emphasized draws attention to the Foundation’s legacy of rigor in grant review and awards while underscoring the brilliance and impact of its grant recipients.
Honoring an 85-year history while positioning for the future
The Alfred P. Sloan Foundation, one of the nation’s foremost nonprofit institutions, has long been a beacon of excellence in funding groundbreaking scholarship and programs. With a history spanning 85 years, the Foundation sought to reinvigorate its identity and reconnect its work amid the rapid changes of the 21st century.
Following a competitive nationwide RFP process, the Sloan Foundation chose Mackey Strategies to revitalize its institutional communications. Through an in-depth and collaborative process, we crafted a modern messaging platform anchored by the tagline, “Driven by the Promise of Great Ideas.” The narrative we emphasized draws attention to the Foundation’s legacy of rigor in grant review and awards while underscoring the brilliance and impact of its grant recipients.
Honoring an 85-year history while positioning for the future
The Alfred P. Sloan Foundation, one of the nation’s foremost nonprofit institutions, has long been a beacon of excellence in funding groundbreaking scholarship and programs. With a history spanning 85 years, the Foundation sought to reinvigorate its identity and reconnect its work amid the rapid changes of the 21st century.
Following a competitive nationwide RFP process, the Sloan Foundation chose Mackey Strategies to revitalize its institutional communications. Through an in-depth and collaborative process, we crafted a modern messaging platform anchored by the tagline, “Driven by the Promise of Great Ideas.” The narrative we emphasized draws attention to the Foundation’s legacy of rigor in grant review and awards while underscoring the brilliance and impact of its grant recipients.
Honoring an 85-year history while positioning for the future
The Alfred P. Sloan Foundation, one of the nation’s foremost nonprofit institutions, has long been a beacon of excellence in funding groundbreaking scholarship and programs. With a history spanning 85 years, the Foundation sought to reinvigorate its identity and reconnect its work amid the rapid changes of the 21st century.
Following a competitive nationwide RFP process, the Sloan Foundation chose Mackey Strategies to revitalize its institutional communications. Through an in-depth and collaborative process, we crafted a modern messaging platform anchored by the tagline, “Driven by the Promise of Great Ideas.” The narrative we emphasized draws attention to the Foundation’s legacy of rigor in grant review and awards while underscoring the brilliance and impact of its grant recipients.
Highlights
A modernized identity built on the Foundation’s legacy of rigor, discovery, and excellence.
New Tagline and Messaging Framework
The tagline, "Driven by the Promise of Great Ideas," foregrounds the Sloan Foundation’s commitment to rigorous evaluation–while making a subtle nod to its namesake and founder, who made his fortune rebuilding General Motors in the middle of the 20th century. Paired with a cohesive messaging framework, it unites the Foundation’s wide-ranging grant programs in science and mathematics and related fields around the story of human ingenuity and influence.
Discovery and Positive Change in Focus
Our messaging platform prioritizes an authentic connection between the Foundation’s mission and its people, introducing an essential yet previously understated element of its importance: the qualities of discovery and positive change that define both the Foundation’s approach to its mission and the researchers it supports.
Extensive Research and Stakeholder Engagement
We conducted in-depth interviews with every leader of the Foundation’s grants team and other key stakeholders and performed comprehensive analyses of how the Foundation made its grant decisions and supported grantees. Our goal was to ensure that the new identity would reflect the values, goals, and expertise of the Foundation and its people.
A Platform for Future Growth
The revitalized identity equips the Foundation to communicate with grantees, partners, and the public with clarity, authenticity, and vision, setting the stage for its continued success.
Highlights
A modernized identity built on the Foundation’s legacy of rigor, discovery, and excellence.
New Tagline and Messaging Framework
The tagline, "Driven by the Promise of Great Ideas," foregrounds the Sloan Foundation’s commitment to rigorous evaluation–while making a subtle nod to its namesake and founder, who made his fortune rebuilding General Motors in the middle of the 20th century. Paired with a cohesive messaging framework, it unites the Foundation’s wide-ranging grant programs in science and mathematics and related fields around the story of human ingenuity and influence.
Discovery and Positive Change in Focus
Our messaging platform prioritizes an authentic connection between the Foundation’s mission and its people, introducing an essential yet previously understated element of its importance: the qualities of discovery and positive change that define both the Foundation’s approach to its mission and the researchers it supports.
Extensive Research and Stakeholder Engagement
We conducted in-depth interviews with every leader of the Foundation’s grants team and other key stakeholders and performed comprehensive analyses of how the Foundation made its grant decisions and supported grantees. Our goal was to ensure that the new identity would reflect the values, goals, and expertise of the Foundation and its people.
A Platform for Future Growth
The revitalized identity equips the Foundation to communicate with grantees, partners, and the public with clarity, authenticity, and vision, setting the stage for its continued success.
Highlights
A modernized identity built on the Foundation’s legacy of rigor, discovery, and excellence.
New Tagline and Messaging Framework
The tagline, "Driven by the Promise of Great Ideas," foregrounds the Sloan Foundation’s commitment to rigorous evaluation–while making a subtle nod to its namesake and founder, who made his fortune rebuilding General Motors in the middle of the 20th century. Paired with a cohesive messaging framework, it unites the Foundation’s wide-ranging grant programs in science and mathematics and related fields around the story of human ingenuity and influence.
Discovery and Positive Change in Focus
Our messaging platform prioritizes an authentic connection between the Foundation’s mission and its people, introducing an essential yet previously understated element of its importance: the qualities of discovery and positive change that define both the Foundation’s approach to its mission and the researchers it supports.
Extensive Research and Stakeholder Engagement
We conducted in-depth interviews with every leader of the Foundation’s grants team and other key stakeholders and performed comprehensive analyses of how the Foundation made its grant decisions and supported grantees. Our goal was to ensure that the new identity would reflect the values, goals, and expertise of the Foundation and its people.
A Platform for Future Growth
The revitalized identity equips the Foundation to communicate with grantees, partners, and the public with clarity, authenticity, and vision, setting the stage for its continued success.
Highlights
A modernized identity built on the Foundation’s legacy of rigor, discovery, and excellence.
New Tagline and Messaging Framework
The tagline, "Driven by the Promise of Great Ideas," foregrounds the Sloan Foundation’s commitment to rigorous evaluation–while making a subtle nod to its namesake and founder, who made his fortune rebuilding General Motors in the middle of the 20th century. Paired with a cohesive messaging framework, it unites the Foundation’s wide-ranging grant programs in science and mathematics and related fields around the story of human ingenuity and influence.
Discovery and Positive Change in Focus
Our messaging platform prioritizes an authentic connection between the Foundation’s mission and its people, introducing an essential yet previously understated element of its importance: the qualities of discovery and positive change that define both the Foundation’s approach to its mission and the researchers it supports.
Extensive Research and Stakeholder Engagement
We conducted in-depth interviews with every leader of the Foundation’s grants team and other key stakeholders and performed comprehensive analyses of how the Foundation made its grant decisions and supported grantees. Our goal was to ensure that the new identity would reflect the values, goals, and expertise of the Foundation and its people.
A Platform for Future Growth
The revitalized identity equips the Foundation to communicate with grantees, partners, and the public with clarity, authenticity, and vision, setting the stage for its continued success.
"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. Pete and his colleagues 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 and then to help us share that vision with the world. 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. 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. Pete and his colleagues 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 and then to help us share that vision with the world. 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. 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. Pete and his colleagues 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 and then to help us share that vision with the world. 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. 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. Pete and his colleagues 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 and then to help us share that vision with the world. We couldn’t have hoped for more."
— Adam F. Falk, President, Alfred P. Sloan Foundation
The Sloan Foundation’s revitalized visual identity and tagline, "Driven by the Promise of Great Ideas," reflect its legacy of excellence while positioning the Foundation for a dynamic future.
The Sloan Foundation’s revitalized visual identity and tagline, "Driven by the Promise of Great Ideas," reflect its legacy of excellence while positioning the Foundation for a dynamic future.
The Sloan Foundation’s revitalized visual identity and tagline, "Driven by the Promise of Great Ideas," reflect its legacy of excellence while positioning the Foundation for a dynamic future.
The Sloan Foundation’s revitalized visual identity and tagline, "Driven by the Promise of Great Ideas," reflect its legacy of excellence while positioning the Foundation for a dynamic future.
Let's work together.
We tailor our services to produce the work that moves your mission forward.
Let's work together.
We tailor our services to produce the work that moves your mission forward.
Let's work together.
We tailor our services to produce the work that moves your mission forward.
Let's work together.
We tailor our services to produce the work that moves your mission forward.
