BRAND IDENTITY

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VISUAL COHESION

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BRAND IDENTITY + VISUAL COHESION +

Case Study: Abilene Education Foundation

The Context & Challenge

Abilene Education Foundation (AEF) focuses on funding classroom grants for teachers in the Abilene Independent School District. Despite their impact, AEF’s existing brand felt dated and inconsistent—particularly for printed materials, color usage, and logo application. They needed a refreshed identity that balanced professionalism with approachability, appealed to a broad spectrum of donors, and showcased their unique commitment to educators.

The Mission

Working alongside AEF, we set out to:

  • Enhance brand professionalism to better connect with donors, educators, and community partners.

  • Create a scalable design system that allows AEF to expand its branding seamlessly across future initiatives.

  • Ensure accessibility and usability by providing clear brand guidelines for both print and digital applications.

  • Develop a timeless brand identity that remains relevant while evolving alongside AEF’s mission.

Our Approach

To bring AEF’s vision to life, Morris+Mitchell began with a comprehensive brand identity audit, analyzing existing materials to pinpoint inconsistencies and areas for improvement. We then explored multiple logo concepts, striking a balance between modern design and the organization’s legacy elements, such as the recognizable star. Through an iterative design process, we refined the color palette and typography, ensuring the final selections would work seamlessly across print, digital, and event materials. Beyond aesthetics, we developed a cohesive visual system that included business cards, letterheads, envelopes, and a step-and-repeat event backdrop, each element designed for flexibility and scalability. Finally, we compiled a detailed brand guideline document, empowering AEF to maintain visual consistency across all future marketing and donor engagement efforts.

After multiple design concepts and thoughtful revisions, we delivered a cohesive visual identity that included a refined logo, a simplified color palette, and updated guidelines for stationery and large-scale branding. This modernized framework now underpins AEF’s mission, fueling a renewed sense of pride and engagement within the community.

The Impact

  • Heightened Visibility: A clearer, more polished logo and color scheme helped AEF stand out in fundraising efforts and community events.

  • Donor Confidence: Consistent branding built trust with donors, demonstrating AEF’s dedication to quality.

  • Streamlined Communication: Detailed brand guidelines simplified the design process for everything from business cards to event backdrops, saving time and resources.

Zion Burton

As the Account Director for AEF, Zion played a pivotal role in ensuring a smooth and effective collaboration between the client and the M+M team. He orchestrated meetings, facilitated clear communication, and worked closely with project managers to develop a strategic roadmap for success. By aligning the team’s creative direction with the client’s needs, Zion ensured that every phase, from initial brand audits to final deliverables, was well-organized and executed.

M+M Account Director

Westin Brown

“It was exciting to collaborate with AEF on their new identity. They were clear about needing a visual appeal that could be applied across multiple formats, and the updated logo and color scheme will allow them to maintain consistency across all their communications. The flexibility and approachability of the new design were key elements we focused on, and we’re thrilled with the result.”

M+M Graphic Designer

Final Thoughts

By aligning AEF’s branding with its mission of supporting teachers and schools, Morris+Mitchell helped create a unified identity that both staff and the wider Abilene community can rally behind. As AEF moves forward, its polished visuals reflect the trust, professionalism, and dedication at the heart of the organization.

Ready for What’s Next?

Is your organization seeking to refresh its image or strengthen donor engagement? Get in touch with Morris+Mitchell—we’d love to help your organization thrive with a cohesive brand and clear visual strategy.