Does your money—your bank, your investments, your savings—reflect your personal values? Are you proud of the institutions you rely on? Are they making the world a better place? For most of us, the answer is no.
In 1984, RSF Social Finance was founded to change that response. RSF is built on the belief that we can create a better financial system based on direct, transparent and personal relationships. Investing does not have to be a one-sided equation, where parties are solely looking to get the most for themselves. It can be a win-win for everyone involved.
RSF has designed a new model, one where investors and entrepreneurs are visible to each other and have regular conversations. RSF hosts meetings with investors and entrepreneurs meet quarterly to determine the interest rate on loans and to discover what effects changes could have—if an investor gets higher returns, will the entrepreneur have to reduce health coverage for workers? If an entrepreneur pays less, will an investor need to shift his or her investment for a better yield?
RSF is a pioneer in finding and demonstrating new ways of working with money. And as with any ever-evolving organization, its branding eventually grew stale and needed an update to better communicate new offerings.
RSF needed a new visual identity to reflect the energy, innovation, and spirit of the organization. Purpose worked with RSF to understand the target audience of investors, donors and entrepreneurs, and to develop a brand strategy that focused on demonstrating how relationships can transform individuals and the financial system. From that strategy, we worked together to develop a new brand identity for the organization that focused on relationships and clarity- from voice and tone to visual identity.
We also worked together to build a new website to drive action—from making information easier to find to promoting ways to get involved with RSF.
We created an infographic that described RSF’s new integrated capital approach and tools.
Finally, we produced an overview video highlighting RSF’s values and story.
So now the question is: Will you align your money with your values?
for Equity & Evidence