Robertson Foundation
In 1996, Julian H. Robertson, Jr., founder of Tiger Management, along with his wife Josie and their family, established The Robertson Foundation. As the Foundation approached its third decade, they sought our expertise to help refresh their brand identity and strategic positioning. The goal was to create a new identity that not only honors Julian and Josie's enduring values and legacy, but also reflects the Foundation’s evolving vision and ambitions for the future.
Role –
BRAND IDENTITY
Team –
JESS PITERA, CREATIVE DIRECTOR
ANNIE YANG, SENIOR DESIGNER
CHIA-YING LIN, DESIGNER
The logo was inspired by the foundation’s commitment to seeking breakthroughs and spotlighting their grantees.
The primary color palette of dark blue and white not only evokes trust and modernity, but also builds on the brand equity of the Foundation’s original logo.
The vibrant secondary colors—blue, green, and purple—each represent one of the Foundation’s core focus areas.
The concept of spotlighting is central to the graphic language, with the circular motif serving as a visual frame to emphasize grantees and key messaging.
A landing screen concept presented that shows how we weave the circular motif and messaging together to create a cohesive visual narrative.
