Case Study
SAE Foundation
How We Helped SAE Foundation’s Brand Break Free & Find Their Voice
Your organization is doing life-changing work every day. But when your brand doesn’t accurately reflect the impact you’re actually making, it’s like being stuck in first gear. SAE Foundation was revolutionizing STEM education for millions of students, but their brand told a different story – one that was too safe, and disconnected from the real magic happening in classrooms across the country and around the world.
Breaking Free from “The Way It’s Always Been”
For years, the assumption was simple: SAE Foundation had to mirror its parent organization, SAE International. Think corporate blues, stock imagery, and annual reports that played it safe. But here’s the thing about that – it doesn’t inspire donors to take action or students to dream bigger.
Why This Mattered
Every time one of the Corporate Development Officers had to answer “No, that’s a stock photo” to a donor asking about a student in their materials, it was a missed opportunity to showcase real impact. In the competitive world of non-profit STEM education, SAE Foundation was doing the work, but not amplifying the story.
Identifying Key Priorities & Quick Wins
When SAE Foundation’s director shared samples of innovative non-profit annual reports with her internal creative team, they didn’t gain traction. That’s when we stepped in. We saw what she saw: the potential for something extraordinary. Working with SAE’s creative team, we started challenging assumptions and exploring all new possibilities.
- Crafted a brand voice that inspires action and engagement
- Refined storytelling to capture the true impact of the Foundation’s work
- Established photography guidelines to showcase real students in real STEM programs
Defining a Targeted Marketing Strategy
- Creative Direction
- Brand Story
- Marketing Strategy
We didn’t just refresh a brand. We helped SAE Foundation break free from the “good enough” mindset that was holding them back. Now, every piece of marketing material, from their website to their annual report, tells the authentic story of their impact in STEM education.
Teachers noticed immediately. “The new brand feels more intentional and vibrant.” But the real win? When donors ask “Is that a real student?” now the answer is a proud “Yes – and let me tell you their story.”
The transformation went beyond colors and logos, too. It was about giving SAE Foundation the confidence to show up differently, to tell their story boldly, and to connect donors directly to the students whose lives they’re changing.
That’s not just branding – that’s impact in action.
We helped SAE Foundation break free from the “good enough” mindset that was holding them back.
“What began as an exercise to simply overhaul the look and feel of an annual report has become a comprehensive rebrand of every single SAE Foundation stakeholder touchpoint. Vibrant, student-focused storytelling and a new visual identity now have their rightful place at the center of everything.”Lori Gatmaitan Former VP SAE Foundation & STEM Learning The SAE Foundation