About The Project
Opportunity Fund is a not-for-profit social enterprise helping thousands of California families build financial stability. As California’s leading microfinance provider, Opportunity Fund works with the idea that small amounts of money and financial advice can help people make permanent and lasting change to improve their own lives, and their communities.
This organization was originally called Lenders for Community Development, which no longer reflected the organization’s offerings and lacked inspiration. Argus was engaged to investigate a name change and conduct a branding initiative to communicate the work of the organization and uniquely match it the realities of the market in which they work.
An extensive strategic positioning initiative to reveal missed opportunities and communication alignment issues was conducted. It included interviews, competitive analysis and an organization audit to provide greater insight, which allowed our team to differentiate and maintain distinction in a market that is increasingly more competitive. We recommended that we promote client results and empowerment, show relevance through aspirational client and donor stories, utilize an action oriented visual vocabulary and, most importantly, to change the name to match the inspiration the organization provides its stakeholders.
The resulted was a brand articulated through and driven by client stories and images combined with clean and contemporary graphic elements, including graphics. Our work provides a clear sense of Opportunity Fund’s mission and offerings through a name, logo, tagline, website and various targeted collateral.
Continuing to bring the brand to life, we have developed a second generation website with an organizational structure and user interface specifically segmenting audiences for maximum messaging impact and ease of use. Our work also includes a fun annual report website, published each year, which highlights the organization’s, and its clients’ remarkable milestones.