Rebranding an Iconic Atlanta Philanthropy

The Arthur M. Blank Family Foundation (AMBFF), owned by renowned businessman and philanthropist Arthur Blank, conducted research and rebranded after 25 years and $1 billion in charitable giving. Blank co-founded The Home Depot and owns the NFL's Atlanta Falcons, MLS's Atlanta United, Mercedes-Benz Stadium, and multiple Montana guest ranches. He is also a signatory of the Giving Pledge, committing 95% of his wealth to philanthropy.

AMBFF partnered with agencies CEK and BBMG to conduct qualitative and quantitative research on the foundation's reputation and awareness. The research showed the Blank Foundation is well known, but there was inconsistent awareness of AMBFF's focus areas (Atlanta’s Westside, Youth Development, Environment, Founder Initiatives, Democracy and Mental Health & Well-Being). Leveraging themes of connection and community, BBMG helped develop an inspiring new brand honoring AMBFF's history while conveying its vision for sustainable, inclusive communities.

AMBFF executed a strategic communications plan leading up to and following the June 14, 2023, brand launch. Strategies included directly reaching key audiences, securing media coverage, overhauling owned channels and utilizing Blank's business network. Tactics included embargoed media interviews, personalized emails, swag boxes, social media updates, a new website built over eight months and internal engagement across Blank's for-profit companies.

Results show the launch successfully introduced the rebrand on time and within budget, driving significant public awareness and engagement. Website traffic surged 640% alongside 86,000+ digital impressions. Public relations secured 14 placements with strong reach and positive sentiment. This inspiring rebrand celebrates the foundation's legacy while boldly charting a course for purposeful change. By evolving its identity through partner insights, AMBFF continues its remarkable journey of service with renewed vision.