![Vancouver-Foundation-3000-1](https://raredesign.ca/wp-content/uploads/2020/05/Vancouver-Foundation-3000-1-scaled.jpg)
Vancouver Foundation
Social Graces
Positioning and branding a major Canadian foundation
Positioning, Brand Identity, Annual Report, Introduction Package
Vancouver Foundation was founded in 1943 by Alice MacKay, a corporate secretary who made a personal $1,000 contribution to help low-income women trapped in a cycle of poverty. It is now the largest foundation in western Canada.
Reflecting Vancouver Foundation’s mandate to help build healthy, vibrant, livable communities, Rare constructed a brand narrative focusing on the interrelational underpinnings that unite us within our communities, augmented by energized, kinetic photography.
![vancouverfdtn-hello-1500x990](https://raredesign.ca/wp-content/uploads/2020/05/vancouverfdtn-hello-1500x990-1.jpg)
![vancouverfdtn-when-we-give-1000-1](https://raredesign.ca/wp-content/uploads/2020/05/vancouverfdtn-when-we-give-1000-1.png)
Rare originated the We All Benefit campaign with the design of three separate introductory publications promoting Vancouver Foundation’s community-centric agenda to potential donors. This was encapsulated in a positioning line developed by Rare that references the meaningful philanthropic efforts of the Foundation and the selflessness that pioneered it: ‘When we give, we all benefit.’
![vancouverfdtn-bike-book-1500-1](https://raredesign.ca/wp-content/uploads/2020/05/vancouverfdtn-bike-book-1500-1.jpg)
![vancouverfdtn-imac-1500-1](https://raredesign.ca/wp-content/uploads/2020/05/vancouverfdtn-imac-1500-1.jpg)
![vancouverfdtn-openbook-1500-1](https://raredesign.ca/wp-content/uploads/2020/05/vancouverfdtn-openbook-1500-1.jpg)
Using real-world imagery showing the outcomes of the Foundation’s work, Rare extended the campaign’s relaxed and inviting tone to digital and print applications, including the annual report.
![vancouverfdtn-were-70-3000-1](https://raredesign.ca/wp-content/uploads/2020/05/vancouverfdtn-were-70-3000-1-1.jpg)