Kellogg Annual Fund

The Kellogg Fund is Kellogg’s annual giving program, bringing together alumni support across the school. As the Fund evolved, our team worked with the Kellogg Fund team to clarify its purpose and develop a flexible identity for both the Full Circle campaign and long-term annual giving.

Rebraning

2025

CHALLENGE & APPROACH

The Kellogg Fund needed to be easier to understand and more visible to a broad alumni audience. Existing messaging made giving feel abstract, and it wasn’t always clear how individual contributions connected to real impact or to the larger Kellogg community. We anchored the identity around a simple, inclusive idea—Yours, Mine, Ours—to clearly link individual giving to collective impact. The design system emphasized clarity, repetition, and flexibility, using shared language and modular visuals to reinforce the idea of participation, continuity, and long-term ownership.

The challenge was to design an impactful and engaging publication that went beyond traditional PDFs or print, while remaining easy to read across devices and budget-conscious.