Context
Founded by former Prime Minister Paul Martin, The Martin Family Initiative (MFI) has long led the way in systemic justice for Indigenous communities, developing some of the country's most effective programming. But as the number of their programs grew, communicating their full impact to Indigenous communities, governments, and donors became increasingly complex. We set out to untangle MFI and communicate what they uniquely do more clearly.Strategy
We clarified what connected MFI's seven initiatives: a shared commitment to Indigenous well-being. We organized the programming into three pillars: Family, Educational, and Economic Well-Being. This created a clearer framework for communicating their work, measuring impact, and guiding future program growth.We then redesigned MFI's website to better communicate their impact and introduced a new visual system that uses vibrant graphic codes inspired by Indigenous art. For communities with limited connectivity, the site also detects slow connections and automatically switches to a lightweight version. Beautiful, and built to reach everyone.
Impact
Three years later, our brand work is still the backbone of how MFI communicates and measures its impact. Today, 99% of partners see MFI as a trustworthy partner.→ Idéa Award Winner, 2024 — Bronze, Web