Date: March 19, 2025
FOR IMMEDIATE RELEASE
Contact:
Erika R. Whitehead
(269) 585.7251
Kalamazoo Community Foundation unveils a new brand identity inspired by community feedback
Kalamazoo Community Foundation has unveiled a new logo, mission, website and brand colors.
KALAMAZOO, Mich. – Kalamazoo Community Foundation (KZCF), the most trusted philanthropic partner for every resident of Kalamazoo County, has completed an extensive rebranding designed to reengage, educate and inspire residents of Kalamazoo County in alignment with KZCF’s vision. At the center of this rebranding are changes to KZCF’s logo, mission, website and brand colors. KZCF’s new look and feel reflects the organization’s promise to become an irreplaceable pillar in the community for every resident and to establish a new path forward rooted in clarity about its purpose and role.
In 2024, KZCF began and completed its strategic planning, which provided the impetus to begin the nine-month rebranding process. During this time, internal and external stakeholders identified new brand objectives, a new brand style and a new storytelling approach, all grounded in the organization’s commitment to being the leading foundation for Kalamazoo County. KZCF’s new website serves as the newest visual representation of these efforts, introducing community members to the new direction the organization is heading in.
“The journey to this new brand identity has been shaped by the authentic partnerships we’ve built with our donors, community partners and residents,” said Dr. Grace Lubwama, president/CEO of KZCF. “Their unwavering commitment and collaboration have been vital in helping us understand the needs of our community and the impact we strive to make. This new identity is not just a reflection of our work but a celebration of the trust and deep relationships we’ve cultivated. Together, we’re building a stronger, more vibrant Kalamazoo County, and we’re excited to continue this journey with everyone.”
KZCF’s new brand identity and website were developed in partnership with Pair of Ducks, a digital-first branding and marketing agency in Kalamazoo devoted to supporting local businesses and organizations. By partnering with this local micro studio of experienced and passionate storytellers, KZCF was able to explore new ways to expand its storytelling lens to ensure that community members see themselves reflected in all aspects of the organization’s work.
“Our Strategy & Communications team has poured immense passion and dedication into this rebrand, understanding that great marketing and communications go beyond aesthetics,” said Demetrias Wolverton, chief strategy & communications officer at KZCF. “It’s about crafting authentic, research-driven narratives that resonate deeply with our community. By grounding our work in data and best practices, we’re committed to telling inclusive stories that reflect the real, lived experiences of those in Kalamazoo County — advancing racial, social and economic justice.”
Initial elements of KZCF’s new brand include:
New logo: As one of the most prominent visual representations of the organization, including its partners, staff and community members served, the new logo visually depicts the Kalamazoo County map, complete with subtle nods to major roadways and thoroughfares characterized by green lines that strategically separate the negative space in the image square. A small blue heart serves as a location marker in the map, identifying KZCF’s physical location in the City of Kalamazoo and aligning with the sentiment of the organization’s familiar tagline, “Love where you live.”
New brand colors and typography: To enhance KZCF’s visual storytelling range and capabilities, the organization’s brand colors have been expanded to include a selection of new primary, secondary and background colors. These colors will also include a robust range of skin tone shades specifically created to work in tandem with design illustrations, ensuring KZCF remains accountable in its designs to upholding diversity, equity and inclusion. In addition to these new colors, KZCF has adopted five new typography fonts, designed to cultivate a fresh, relatable and welcoming experience for readers of all ages without sacrificing accessibility standards.
New website: As the primary online resource for anyone looking to connect with KZCF and learn more about the organization, the new website features an entirely new configuration and layout that combines ingenuity and practicality. As part of KZCF’s recommitment to ushering in an era of transparency and information sharing, users can interact with an intuitive site that clearly explains the purpose and results of the critical work KZCF is doing in the community, how best to get involved or receive access to KZCF’s resources, who the organization’s trusted community partners are, and who to contact should questions arise.
New mission: To create a thriving community where people, resources and expertise are mobilized to advance racial, social and economic justice in Kalamazoo County.
As KZCF continues to roll out all aspects of its new brand in 2025, the organization welcomes feedback from community members on their user experience. To share your comments, please email .
About Kalamazoo Community Foundation
Kalamazoo Community Foundation, established in 1925, envisions Kalamazoo County being the most equitable place to live. The mission of the organization, which is to create a thriving community where people, resources and expertise are mobilized to advance racial, social and economic justice in Kalamazoo County informs all funding commitments, community partnerships and projects. Learn more at kzcf.org or connect with us on social media (@kalfound).
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