Repositioning a CDFI.
Agency work with Reinvestment Fund, one of the country’s largest CDFIs, repositioning the organization and building it an entirely new creative platform, new KPIs, and a new approach to story.
Less dashboard, more doorstep.
CDFIs usually tell their story through numbers: loans deployed, dollars moved, impact indices. That’s how the sector proves itself to funders. It’s also how the sector loses the people the work is actually for. The reposition centered the human ledger: the pharmacist, the child-care provider, the corner-store owner. It built a creative platform that could operate from the boardroom to the block without translation.
We changed the KPIs too. Not vanity metrics; leading indicators of intent. How many in the community recognize themselves in the brand. How many partners start the meeting with the story, not the balance sheet.
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