The Shalom Foundation
For over 20 years, The Shalom Foundation has brought healing and hope to underprivileged children inGuatemala by providing free, life-changing medical and nutritional care to those who need it most. Recognizing the need to amplify their story digitally, they turned to Third Culture Creative Co. for a strategic brand and web overhaul.
Bridging the Digital Disconnect
The Shalom Foundation approached us to craft a new website—one that doesn’t just inform but transforms. They needed an easy-to-navigate solution that didn't just present facts but invited donors into their incredible story as champions of their cause. As we dove into what was driving the update, we realized there was a lot of brand confusion and lack of clarity that required a brand refresh from the ground up to deliver a truly cohesive and engaging experience.
- Brand Strategy
- Verbal Identity
- Visual Identity
- Web Design
- Brand Support
The Shalom Foundation’s mission was clear, but their message was not. They needed a website to echo their legacy and let their heartfelt stories of impact shine.
Igniting Hope Through Story
Crafting the brand strategy for The Shalom Foundation meant distilling their essence into a narrative that authentically captured their why. The key was to shift the focus from services and programs to the heartfelt impact of their work. It’s not about the surgeries, but rather the dreams fulfilled and the hope of a brighter future.
Shalom’s redefined brand narrative now centered around a singular, hopeful message of impact standing in stark opposition to the true antagonist: lack of access to quality healthcare holding kids back. Through stories of transformation, we centered the heart of the brand around human connection and positioned The Shalom Foundation as a catalyst for long-term, positive change.
By honing in on their core values, we established that what drives Shalom isn’t just providing medical care. They’re in the business of providing hope and opportunity free from stigma, regardless of where a child is born.
"We couldn't be happier."
Third Culture Creative Co.'s superpower was being able to understand the core beliefs and personality of our brand at the deepest level and craft a brand identity to bring those characteristics to life. We couldn't be happier. We honestly feel that our new brand has dramatically elevated the image of our organization and will support our growth for years to come. If you are looking for someone who will be a true partner in crafting your brand identity and do the extra work to deeply understand your business and your customers, Third Culture Creative Co. should be the first studio you talk to.
Micke Gudiel | COO, The Shalom Foundation
A Tapestry of Tradition and Compassion
Reimagining The Shalom Foundation's visual identity was about aligning the organization’s visual expression with its core values and mission. The added challenge was that Shalom had rebranded 2 years prior, and they needed an updated look that felt like a natural extension of their existing look rather than a complete reset.
Anchored in the legacy of their original purples and blues, we expanded the color palette to breathe new vibrancy into the brand. Taking cues from the rich colors of Guatemala, we introduced warmer tones that represented hope and positivity, while ensuring the colors still held true to the foundation's trustworthy and professional roots.
Our font selections also had to strike the right balance of heritage and heart. The typography was carefully curated to match their medical precision with their compassionate ethos. Ivy Presto Display provided a touch of tradition with a contemporary flair in the headlines, evoking respect and warmth. Aktiv Grotesk Expanded, with its clean and welcoming appearance, was chosen for body text to maintain clarity and accessibility, reflecting Shalom's direct and empathetic approach. Stay Dreaming, an accented brush font, offered a raw and personal touch, encapsulating the foundation’s spirit of care and personalized impact.
Inspired by the intricate patterns of Guatemalan textiles, we wove a visual language that added texture and depth to the brand's storytelling. This subtle nod to the local fabric allowed us to create a series of patterned accents that not only added visual interest but also paid homage to the cultural richness of the communities The Shalom Foundation serves.
Their previous identity, while professional, needed more warmth to truly reflect the transformative impact of their work in pediatric care.
Echoing Empowerment and Empathy
The verbal identity of The Shalom Foundation was carefully woven to embody their mission's essence, speaking in tones that reflect their profound commitment to change.
It's a voice that conveys hope and empathy, carrying the depth of their transformative work through inspirational narratives. Their communication style is compassionate and grateful, acknowledging the collective effort and trust placed in them by donors, volunteers, and partners. Above all, it's transparent and empowering, designed to uplift everyone it touches, from the children they serve to the global community that supports them.
This voice is a testament to their community-oriented spirit, resonating with authenticity and the promise of a brighter future.
Creating a Cohesive Narrative That Sparks Action
The web design process began with a clear objective: to transform an outdated and confusing website into a cohesive, user-friendly experience that honored Shalom’s 20+ year history while looking forward to a future full of hope. Addressing the challenge of a cluttered and confusing site, we streamlined the navigation and overall structure to ensure a more intuitive user experience.
While Shalom had a lot of great content that broke down their work and programs, it was scattered throughout the website requiring visitors to click around to grasp the full picture. We reimagined the homepage to instantly convey The Shalom Foundation’s mission and the problem they combat, interspersing it with impact stats and quotes to build trust. By integrating strategic calls to action and a redesigned donation process, we enhanced the site’s capacity to drive contributions and engage donors with a careful balance of empathy and authority.
As we analyzed how visitors used the old site, we realized that 90% of their contact form submissions were related to questions around signing up for medical missions to Guatemala. As a core facet of their model, we created a dedicated landing page specifically geared to medical professionals that clearly outlines the process and opportunities for medical missions, significantly reducing inquiries and streamlining the volunteer onboarding process.
The visual overhaul embraced bright, hopeful imagery and engaging videos, drawing visitors into the heart of Shalom's life-changing narrative while amplifying their message of hope.
We capped off the process by reworking the footer to provide an intuitive place to navigate directly to wherever their visitors wanted togo. To close the customer journey, we added their seals of financial transparency and a pie chart for funding distribution to eliminate any remaining roadblocks to donating to the cause.
"It’s been incredible to see the surge in engagement and donations as a result"
The new website is not just a portal of information but a storytelling platform that connects deeply with our supporters and partners. Working with Third Culture Creative Co. to revitalize our website was a revelation. They understood the heartbeat of The Shalom Foundation and transformed our digital presence to truly reflect the spirit of our mission. They didn't just give us a new website, they gave us a new way to share hope.
Micke Gudiel | COO, The Shalom Foundation
Impact Unfolded: Milestones in Shalom's Brand Refresh
Since the brand updates and website rollout, The ShalomFoundation has not just met, but exceeded expectations, doubling both impact and fundraising year-over-year. This success is a direct testament to the enhanced engagement that our strategic brand refresh has fostered. More than just numbers, it’s the stories behind these figures—stories of programs grown, lives changed, and deepened connections—that truly define their triumph. As a result of Shalom's renewed confidence and clearer messaging, they have seen an increase in donor retention and engagement, new partnership opportunities, and grown corporate giving.