Rebranding The Clara Abbott Foundation

For more than 80 years, The Clara Abbott Foundation has changed the lives of thousands of Abbott families across the globe in financial need, providing help and hope for a better future. We were tasked with sharpening the Foundation’s position and creating a visual system that aligned with everything we discovered.

Caring

• Empathetic

• Respectful

• Knowledgeable

• Caring • Empathetic • Respectful • Knowledgeable •

Custom branded illustration

After conducting an extensive brand workshop, we determined that The Clara Abbott Foundation needed a design system that was both expansive and flexible to meet its needs. We chose to incorporate illustration and selected an illustrator whose hand-drawn style was emotive and effectively captured the Foundation's spirit.

We collaborated with the illustrator to create a global visual narrative that depicted the Foundation's mission of helping people through difficult times. Large silhouettes represent continents and symbolize individuals providing aid to others, showcasing the diverse global regions and situations the Foundation addresses. The artwork was designed in layers, allowing each vignette to be isolated or combined in new and dynamic ways.

Brand guidelines

With the brand workshop and illustration complete, we then incorporated all of our learnings into a brand toolkit, ensuring the brand rollout was both impactful and prescriptive.

To facilitate the adaptation of the new brand, we created stationery, notepads, and a PowerPoint template, making it easy for employees to use and engage with the updated brand identity.

Website

The website was designed to be welcoming and informative, providing an easy intuitive experience for Abbott global employees. The main screen features a welcome message in ten different languages. Content is grouped into easily identified sections with tab navigation to enhance user experience and accessibility.

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