![](https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=400&s=f142ecf3771dff939863341d167fefc4 400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=186b1f275a223882aee1db9f233dbaf3 600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=735b420a97499e7bb8d6c4d1fd27d601 800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=7586cf9f805cbac70cd2bc8a79b778a7 1000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=36dec3c7d468590a55bcbd44821d8ce1 1200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=d98595231b5ded8d2b97fd19e6d31e36 1400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=6bf8a5603f2dc941351f3560ea4a4524 1600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=6ab85a996a41f3d695dd7122a3d4eff1 1800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=8bcbab760580a35d349143704fe77b94 2000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=78e8b4acc41646b111ebd63bee8e9f91 2200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=625d8a547dcd2630064ddf618c1f592e 2400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=8c7e9d36768c174816e593d1d8dbe66c 2600w)
According to the National Institute of Justice, nearly half of the individuals recently released from incarceration return before the end of their first year out. Refoundry is on a mission to change this by providing formerly incarcerated people with skills and opportunities to achieve financial independence and become leaders and job creators in their communities.
![](https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-4.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=9b1d074f0a620e5d787e566841506802 600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-4.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=d9fefa28845fb3a2b33d089e14a56c12 800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-4.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=e2b9a69e6c6c51bee810ce4f12802d19 1000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-4.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=327709928eb55764f5a0500977bb99e9 1200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-4.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=b3e28c1767b9de86c66704646d164b6b 1400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-4.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=279e70fe87121e7a12762f29ed2d767b 1600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-4.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=fc3aa7c9dfcd6ef81c10ef4a069652f1 1800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-4.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=62bffb1a6b92767c672883746e53324d 2000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-4.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=700171334ffd11ec85c155eb2a069ca0 2200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-4.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=709e514242d0ad876f5ddf5b120e0ecf 2400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-4.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=7edae370a386d354d7157a9c50688ae0 2600w)
Challenge
Refoundry approached us with the goal of creating a marketing campaign to increase awareness of their mission. Refoundry’s unique approach to addressing the cyclical nature of poverty and incarceration doesn’t fit within traditional program categories for previously incarcerated individuals. This uniqueness creates challenges for storytelling and fundraising.
![](https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Fallback_BrandGuide-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=1f5af446cc4d65026fb3c20e6e25bdc5 600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Fallback_BrandGuide-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=302bfda602c43198c34522bba6fa01b6 800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Fallback_BrandGuide-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=fbc92faf7dcd4d63010982e94c2c6be2 1000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Fallback_BrandGuide-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=d098eef65c9a680e65105f4fda969c0e 1200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Fallback_BrandGuide-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=7a11af5ee01b1ecf1b4a130ea4e7548c 1400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Fallback_BrandGuide-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=0c9af0af28d2635c49678ceb97d34493 1600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Fallback_BrandGuide-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=d4b43e91fd9f96ebd16b7af3a5ff8afd 1800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Fallback_BrandGuide-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=a0f7c125e4769fb7efa3268a52d9207c 2000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Fallback_BrandGuide-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=2272a9efb7cd35cdac29376c6cf6f058 2200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Fallback_BrandGuide-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=d8c46f7705b5a80cab06974c2b115f97 2400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Fallback_BrandGuide-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=2d40c3fd4afcd13d8cc9b6486d63786d 2600w)
Process
With a service-led approach, we conducted research with employees, program participants, and volunteers through interviews and strategic workshops. Our research identified an opportunity for the stakeholders to co-create Refoundry’s core brand identity, galvanize the organization, and articulate their mission in a clear, digestible way that would appeal to their different audiences.
![](https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=f854a1ddf73517b1921f4304a7588472 600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=f8fe458ffae4cf9d5bd8cf712b1f96b7 800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=be9578aacb81aca81b272058f2146a1a 1000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=8cd583d36778c5ce9ff14f9c097dedbe 1200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=ee26f411a81b9e677bda55cbce427c1c 1400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=ae30b7c292111514c6625511f882e070 1600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=88ea139049df1773f3d1daecb27e48bc 1800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=e128057eceba2c6b670ad164e43fd9ee 2000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=331b1e6bf61197d396e85096ff6e82a6 2200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=cc3760b5d95a343fccfeb744b1696596 2400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Header.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=d2347cf39951ac7be87914d97812637e 2600w)
Concept
The identity conveys a humble hero – someone who is courageous, naturally determined, and skilled. 'Handmade with heart' references how the furniture made by program participants ends up in the homes of those in their communities. 'Craft' was the internal name of a concept that we collectively moved forward with, fused with 'Authenticity' – real people doing real things. We complemented 'Craft' and 'Authenticity' with the idea of the 'Challenger,' because Refoundry is changing the model of re-entry by giving participants the tools and training they need to become active participants, job creators, and role models in their communities. After all, Refoundry didn’t ask for a seat at the table, they built one.
![](https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=9430543c49ebaf1494c1f8eccf1302e0 600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=d187870ae990bfe57ffd1d5030802e4c 800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=030166453b8015c809cfa279dc17e877 1000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=66f349282241cf5325dc9118cb7cbc4d 1200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=a52007f0afad3795cd149f097ddd4770 1400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=498c713047e8ecb9d5035cc2ec408a26 1600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=5b17a9e4b84125c690648f9c56a540fa 1800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=df3a4762b55a7451e8b00e69e8a28486 2000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=195b89ba7f9682b9ff5546ac9b261a05 2200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=69789e02bb75fc01643b8947874c0de6 2400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=5f427efb19c557bcdfc08cad45c18355 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Case-Thumbnail.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=1e77746631a7fe473214d3dc3a708795 600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Case-Thumbnail.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=8a03fc2a496bb53ce5860a6559a744f9 800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Case-Thumbnail.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=3dbe1ec4f684c83013ebb211d3690330 1000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Case-Thumbnail.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=819c327022ed0b39e56e045fb900b9a1 1200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Case-Thumbnail.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=2dd783633778454cdba227dee82b8637 1400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Case-Thumbnail.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=6291053b263f05de00187e7621bcedb4 1600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Case-Thumbnail.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=837a289266757a28a4874f88e00eb0c9 1800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Case-Thumbnail.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=1207abe8ef5da6f5df9e3bc8a51a324d 2000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Case-Thumbnail.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=e8fd9314295da3fa6bfedff9aa9dc9ca 2200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Case-Thumbnail.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=da23aef9ae3f6373e64ae740196701bd 2400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Case-Thumbnail.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=8de71fca8c771d3edc2fc5a8eec11939 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=fc2f148a94563413d44ad5ef804fb575 600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=aea06b00560374cef0152b4340c6eda3 800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=3e50d8e402dee8a0daa36cfb90b03b0e 1000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=ec1275834b6472d63fcd4ab7361af337 1200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=9ff5991cc208443c28d498ec369802a8 1400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=6c8857b998d4b019d7568abad1d0e6ee 1600w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=cb97a4fb67cfa219b5db18f174c0869b 1800w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=80f210c304c5a369bcc8a9b78153cfcf 2000w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=44f85f549da8bbd4d06639a07f436c32 2200w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=8b177a7078e4518bb53b9df415d77547 2400w, https://designit-web.imgix.net/images/Case-studies/Refoundry/Refoundry-Body-image-landscape-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=0b13cb880ef40e22086a2ff215b38dd2 2600w)
‘A serendipitous byproduct of design – its 360-degree brand development process – was galvanizing the what, why, and how of our organization. This will inform more than just how we “appear” to the world, but how we tell our stories moving forward.’
![](https://designit-web.imgix.net/images/Case-studies/Refoundry/Noelle_square.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=160&q=90&w=160&s=a1accee6f876efbbf569758d6171e529)
Noelle Cleary
Head of Marketing, Refoundry
Impact
Participants, staff, volunteers, and board members now have a clear vision and are strategically aligned on how they tell their story. Refoundry immediately implemented the brand, transforming external communications and improving their onboarding process. The new brand has helped Refoundry secure continued sponsorship from individuals and organizations, including Wells Fargo, eBay, Starbucks, and Robinhood.
SDG 1: End poverty in all its forms everywhere
By equipping people with the tools to become financially independent, Refoundry helps break the cycle of incarceration and poverty.
Details
Client
Project team
Contact info for William Conklin
Lead Designer,
New York
Contact info for Andrea Falke
Senior Digital Designer,
New York
Contact info for Christian Linsey
Design Director,
New York
Get in touch
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Christian Linsey
Design Director,
New York -
William Conklin
Lead Designer,
New York