Volume 2, Number 10

Case Study: Victory
Based in Washington, D.C., the Gay & Lesbian Victory Fund and Foundation are related, but separate, nonprofit organizations dedicated to providing financial and professional development support to "out" LGBT candidates who are running for (or have recently been elected to) federal, state or local political office.

The President and his staff (who serve both organizations) approached see see eye about developing a new brand and identity that would capture the organizations' unique position as the only gay rights organizations that are dedicated exclusively to the mission of electing LGBT candidates and developing LGBT political leaders – and whose successes are significant and measurable in terms of won elections. The organizations were also considering renaming their entities and wanted distinctive taglines for each. Ultimately, the Gay & Lesbian Victory Fund and Foundation hoped to attract more corporate donors and larger contributions to both organizations.

Our Solution: Keep it Simple
see see eye recommended building on the existing brand awareness and meaning of the current organizations' names by creating a single "umbrella" brand name and tagline for both organizations: Victory. Victory is neither a legal entity nor a separate organization, but rather, is an identity that represents the brand attributes and ideals espoused by both organizations – candidate-driven, supportive, results-oriented and transformative. The new Victory logo, along with the line "break through," conveys Victory's ability to create new success for the gay civil rights movement – and help place and develop new voices in the American political landscape.

Simple colors and a sophisticated style gave Victory the "corporate" look and feel they desired (the former logo featured a stars-and-stripes American theme). The upward "arrow" and "invisible V" elements of the new logo convey the organization's energy and strong, positive momentum.

The Victory Fund – the better known of the two organizations – retained its original name. The Victory Foundation was renamed "The Leadership Institute" to emphasize its professional development focus.

When a company or organization rethinks its stakeholder or constituency priorities, it may also be time to rethink how well an existing identity may be able to communicate the right messages. We can help you take your identity – and ultimately your brand – to the next level. Contact Lawson Cox for more information.

About Us

see see eye is an award-winning graphic design firm that helps Fortune 1000 companies and other organizations build stakeholder confidence. The firm uses strategic creative design and effective message development to produce annual reports, branded collateral programs, Web sites and other communications targeted to investors, customers, employees and community members. Additional information can be found at the company's Web site, www.seeseeeye.com.