Ultra Philanthropy
This project was in partnership with my creative partner/brand designer, Stephanie Basoli, S.B. Studio.
Brand Strategy Elements, Launch June 2024
Discovery Sessions
Naming
Brand Voice & Positioning
Target Audience Personas
Brand Strategy
Key Messaging/Brand Platform
Consulted on visual brand identity development
Client Testimonial
“I loved the process end-to-end working with Chloë. She really went the extra mile to understand my brand priorities thoroughly and the brand playbook was excellent. Several creatives have since commented on how good the brand strategy and playbook are and I feel like my launch was significantly boosted by her work.”
Jack Lewars, Founder and Executive Director, Ultra Philanthropy
The Challenge
When I started with Ultra Philanthropy, they had no name, but they understood the gap that they were filling in the sector, which meant that we could spend our two Discovery sessions together piecing together their unique value proposition and brand positioning. The challenge with Ultra Philanthropy is that they exist in a sector that is saturated with new projects and organizations popping up regularly. The opportunity was that all of these organizations shared a visual “sameness”, for which Ultra Philanthropy could stand out with a bolder approach.
The Target Audience
Their target audience is ultra high networth donors - those individuals that have the capacity to donate at least $1 million per year to the public sector.
Targeted and rigorous grant selection:
Together, you will change the world. That begins with how we build your targeted portfolio. Project JL exclusively chooses grants for your personalized portfolio that are the most evidence-backed in the sector, the most cost-effective, and have the greatest impact across critical cause areas affecting people, animals, and the planet. We find the organizations and projects that are achieving the most with the least and present them directly to you.
A values-driven, exclusive service:
Anyone can give money to a museum or hospital, but you want to have a tremendous impact effectively and globally. We will work diligently with you to understand your unique story and values. This will allow us to develop a customized portfolio that maximizes your impact today *and* chart a course for a long-term philanthropic legacy crafted by you and your family tomorrow. Our service model is built on maintaining an exclusive cohort of donors committed to giving upwards of $1 million USD per year. This allows us to focus on cultivating quality relationships with our donors, as opposed to casting a wider net.
Finally, high-impact advising that is enjoyable and fuss-free:
At this level of contribution, we recognize the need for white-glove advising and the swift deployment of funds that remains unmet in the effective giving sector. We are here to fill that gap. Our goal is to provide an onboarding process and management experience that is seamless, customized to your needs, and enjoyable! We are confident that from your initial connection with Ultra Philanthropy, you'll be able to breathe a sigh of relief and say, "Finally - I've found you."
The Strategy
Ultra Philanthropy (UP) needed a name, brand strategy, and platform that instilled a high confidence in their clients, a strategy that expressed the Founder’s experience in ultra high-net-worth philanthropic advising (donors giving upwards of $1 million per year) and will deliver an experience for their clients that is discreet, highly informed, and extremely high impact.
The outcome is a brand that is recognizable in both traditional philanthropy and effective giving spaces, but pushes the boundaries of the sector to ensure that the brand stands boldly on it’s own - positioning the launch of the organization in Spring 2024 as something authentically new that actually shoves their niche sector forward. The Ultra Philanthropy brand creates an opportunity for clients to act on their values and give big in a way that other groups have previously been unable to achieve. Inspired by the brands of the best museums in the world, the brand aesthetic inspires trust, the warmth of the public sector, and is memorable. Ultra Philanthropy’s clients can exhale a bit and say “Finally - I’ve been looking for you.”
Naming Ultra Philanthropy
The core of UPs service model is to provide the utmost in philanthropic portfolio management—a high-touch, personalized experience tailored for ultra-high-net-worth donors. This entails reliable, evidence-backed, transparent reporting, which is unparalleled elsewhere, all while funding global cause areas slated to change the world The use of "u" in the first word is a distinctive feature within the sector and with "philanthropy" as the second word, you get the acronym "UP," which carries a charming connotation and hints at upward mobility in impact, wealth, or life. Donors may also perceive themselves as uplifting the charitable sector through their significant contributions and aiding those in need to rise out of adversity or poverty.