Ramon Aboitiz Foundation Inc.
A leading Philippines family foundation that looks at the big picture
Public Sector & Non-Profit Branding. With its diverse range of activities, Ramon Aboitiz Foundation Inc (RAFI) faced a challenge in communicating what it did in a clear & simple manner. We helped translate its philosophy “Touching People, Shaping the Future” into a compelling Purpose Statement that reinforced RAFI's activities as a comprehensive social development partner for communities, government agencies & other NGOs across the Public & Non-Profit Sectors. A compelling output of the project was the creation of a robust Brand Architecture Frameworks. This categorised the diverse activities of the group, so that the sub-brands clearly sat within a strategic thrust.
Marketing & Communications
Tangible refreshed the brand’s visual & verbal identity. Our Core Visual Element System created consistent communications at both corporate & operational levels. The logo legitimized the use of both the acronym: RAFI and the full name: Ramon Aboitiz Foundation Inc. The website was re-designed to incorporate a flexible menu system that allowed users to search for the Foundation’s offering by area of activity or by capability. Tangible created a coherent communication system, often missing in the Public & Non-Profit Branding Sector.
People & Culture
Workshops were conducted to engage both operational and head office staff in leveraging the brand promise to ideate future non-profit branding programs & initiatives to strengthen internal capabilities. By using the Values, staff were able to ideate new initiatives with a clear process to define objectives and outcomes.
Products & Services
Through Tangible’s ideation workshops, 10 areas of activity were consolidated into 5 strategic thrusts. Key sub-brands under each strategic thrust were then more closely aligned with the RAFI Baster Brand.
