The Greater Worcester Community Foundation works to address critical needs in Central Massachusetts through philanthropy and community leadership.

When the Foundation transitioned to a new leader in 2024, they sought the opportunity to realign their brand’s messaging and expand the stories they tell.

We partnered with them to develop a new brand strategy that helps the Foundation better reach their audiences and enhance their organizational storytelling... all in time for their 50th anniversary.

The brand strategy we developed resulted in new standard messaging that was deployed throughout the Foundation from the top down.

Greater Giving. Greater Impact. Greater Worcester County.

This new tagline helped bring to life all the Foundation does in a simple, clear, and memorable way.

Our new messaging can be found all throughout GWCF brand touchpoints today.

The Foundation’s 50th anniversary in 2026 was the perfect opportunity to execute our brand strategy through a storytelling lens.

We gathered perspectives from Foundation leadership – past and present – and nonprofit leaders in the community to illustrate GWCF’s long history and continuing record of profound impact in Central Mass.

Filming took place at the Foundation in Worcester and nonprofits around the region including the Greater Worcester Land Trust, 19 Carter, and the Southeast Asian Coalition.

Our storytelling efforts around the 50th anniversary yielded a keystone anniversary video, a leadership video, nonprofit highlights for the 3 involved, and a library of short reels to amplify visibility throughout the year.

Videos were used at brand activations and events to enhance experiences and support fundraising efforts. The year-long 50th anniversary celebration culminated in June 2026 with the showing of our keystone video at the Foundation’s annual meeting.

Going forward, our brand strategy will continue to inform the Foundation’s decisions and marketing efforts at the highest level.