Founded in 1940, the Rockefeller Brothers Fund advances social change that contributes to a more just, sustainable, and peaceful world. After strategic plans to refocus its efforts, IridiumGroup was retained to create a new visual identity system and communications for the esteemed private foundation. Beginning with a phase of discovery, we interviewed family and Board members as well as executive management before presenting our recommendations for a signature logo, positioning tagline, and system elements. Upon approval, we applied the design as a “proof of concept” to several components of the communications program, including an annual report, brochures, and digital media.