The Ms. Foundation for Women is a national organization dedicated to eliminating barriers facing women in the US. In 2011, MFW embarked on a new strategy to expand its approach beyond decades of grant making to leverage their expertise and assume a more visible role as advocates on the national stage. To mark this shift, MFW engaged multidisciplinary agency Sullivan to define their new brand platform and develop a new brand identity.

Through conversations with women across the country, it was clear that MFW faced a significant challenge to connect with donors: women didn’t see an urgent need to secure and forward women’s rights. To succeed, MFW needed to get women fired up and remind them “we're not done.” Building from this insight, the positioning slogan “More to Do” served as a rallying cry for the team and a launch pad for creative development.

The new identity and 2012 Annual Report present MFW as an authority on women’s issues through a bold, yet simple, system to elevate compelling content. The response at the organization and from its peers has been overwhelmingly positive and has provided MFW the necessary tools to address the War on Women.