Magic Johnson Foundation
The Magic Johnson Foundation, founded by Earvin “Magic” Johnson in 1991, works to develop programs and support community-based organizations that address the educational, health and social needs of ethnically diverse, urban communities.
We were hired to move a foundation with a proud history beyond their past accomplishments in order to drive greater impact and meaning for their contributors, brand partners and the communities they serve.
Our rebranding efforts began with an examination of the foundation’s past and present successes and set backs, what it hoped to achieve and where it wanted to go. We refocused the brand vision and mission to Point Forward and take an active leadership role in engaging the communities it serves.
We overhauled brand pillars and values, and redirected a communications strategy, expanding the voice of the foundation to be inclusive of the community and to promote stories of success and hope.