RDF needed a brand and website that matched their bold new direction—one that balanced financial strength with community connection. Through storytelling, vibrant design, and a simple user experience, we helped them bring their impact to life. The result? A powerful online presence that makes the case to invest in under-resourced communities.
Brand Identity, Website, Materials
The Situation
RDF is a leading Community Development Financial Institution (CDFI). They provide capital to housing, education, and healthcare projects across the country. They came to us with a new strategic framework and an updated mission: unleashing the power, potential, and promise of under-resourced communities. But their brand and website didn’t tell their story. It was outdated and too small for the impact they make.
When we first met their team, it was clear that they were engaged and passionate about their work. This wasn’t just lending—it was changing lives. They told stories of schools and health centers that exist because of their support. And unlike traditional lenders, they didn’t just write checks—they walked alongside their clients, believing in them every step of the way. That spirit of trust, care, and possibility is at the heart of who they are. Our job was to create a brand and website that felt as human, powerful, and full of promise as the work they do.
The Challenge
RDF needed a brand that struck a balance of community-focused and financially credible. They work with grassroots organizations, small business owners, and communities who need a welcoming partner. At the same time, their funders are large financial institutions that need to trust RDF’s stability and financial expertise. The new brand and website had to bridge these two worlds: vibrant and full of life, yet professional and trustworthy.
Their old website wasn’t supporting their work. It felt outdated and was transactional, not transformational. It failed to capture the beauty and impact of their communities. And behind the scenes, their WordPress build was clunky and difficult to update, creating roadblocks for the team. We wanted their site to be an invitation—something that made it easy for potential partners to engage and reflected the vibrancy of the communities they support.
The Approach
To craft the new brand we created elements that joined vibrant colors of the Latino community with modern design elements. This balance allowed the brand to feel both dynamic and trustworthy, aligning with their mission and the needs of their diverse audiences.
Storytelling was at the heart of the website. RDF had powerful stories to tell, and we created a design that brought them to life. We used immersive photography, compelling narratives, and custom illustrations throughout.
On the technical side, we migrated the site from WordPress to Webflow, a move that allowed for a more flexible design while also making the site easier for RDF’s internal team to update. The transition also improved stability, reducing the maintenance headaches they had experienced with WordPress.
The Impact
RDF’s new brand and website position them as a financial institution with heart. They launched with:
