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The Creative Bar

AGHF branding portal

All assets and branding information

Brand Identity

Who We Are

Brand Personality

What We Say

Brand Style

How We Look

Brand Identity

Where our brand is perceived in the mind of the target audience relative to their preferences, the competition, and prevailing marketplace conditions are key to a successful brand. In this chapter, our brand position will take shape.

Consumer Typologies

As you engage with communities across the country, you gain insight into the diverse perspectives, motivations, and needs of those impacted by childhood congenital heart disease. Consumer Typologies allow us to identify and group individuals based on their beliefs, behaviors, and engagement with causes like CHD, particularly as they relate to AGHF’s mission and initiatives. These classifications fall into four key typologies, helping us better understand how different audiences connect with our vision to eliminate childhood CHD. This approach empowers AGHF to create more personalized programs, outreach, and donor experiences, ensuring we continue to build meaningful relationships and drive lasting impact.

Sponsors
LWH Donors
Large Donors
Small Donors

Creating a brand position

Our brand position has been captured as a statement that vividly describes who we are and what we are promising our audience. While the public will never see this statement (consider it a private handshake among all of us, the builders of the AGHF’s brand), it will be felt and experienced by our audience. The words comprising our brand position statement have been carefully selected—they represent attributes common to A Giving Heart Foundation.

The importance of brand positioning

Shaping the perception, or position of our brand is up to all of us. The first step is identifying what perception we wish to create for our organization. Step two is to determine how each touchpoint with people outside A Giving Heart Foundation should help contribute to the desired perception—a central reason that this guide was created. Our brand position must be delivered with authenticity. Merely claiming a position does not make it real in the mind of the audience. It must be grounded in truth, believable and desirable. To differentiate from other brands, our position must be unique. Finally, our position must be flexible enough to be applied in different ways across various platforms. We feel that A Giving Heart Foundation’s documented brand position has met this criteria.

Brand Archetypes

People have personalities. Brands have personalities. If you want to do good business by building a successful brand, you must be skillful about matching your market with your brand. As both a face and a function, archetypes reveal how a brand shows up in the world, how it is motivated and what triggers it. Very simply, archetypes can facilitate the understanding of a brand, and identify why it attracts certain customers. You then attract those customers when your brand is congruent with an archetype that is either dominant or emerging in their consciousness.

Who We Are

Visionary

The Visionary is a brilliant strategist and can imagine possibilities that reach beyond the scope of any one individual life to benefit all of society. Characterized by great imagination, insight and boldness, this archetype thinks in systems and can synthesize multiple data points. Somewhat paradoxically, the Visionary can be remarkably humble, acknowledging the gift of foresight as given rather than owned. The Visionary has the wisdom to imagine the promise and potential on behalf of the greater good.

Who We Are

Healer

The Healer is essentially a conduit toward wholeness. Acting as a catalyst in which nature is the ultimate healer, this archetype does not do the healing but creates the conditions, beliefs and structure for healing to happen. Sensitive and empathetic to people’s emotions, the Healer has an intuitive and learned capacity for transforming pain into restoration. The Healer possesses a powerful vision of ease and health, and it focuses on the positive, the complete and the well aspects of the world.

What We Do

Alchemist

The Alchemist is a change agent. Skilled at converting one kind of matter into another and interpreting symbols, the Alchemist can turn negatives into positives, muck into miracles and fear into courage. This archetype possesses a unique blend of the scientific and the spiritual, and it is motivated by the potential to create a new vision of the world. Believing anything is possible, from eternal life to a universal cure for disease, the Alchemist seeks personal purification, perfection and transformation.

What We Do

Warrior

The Warrior demonstrates dedication, honor and an unwavering sense of ethics and integrity. Possessing a strong sense of justice, loyalty and goal orientation, the Warrior is often impatient and keenly focused on strategy and tactics to put an end to what has been identified as wrong. This archetype is empowered to effect change and, in fact, view change as a duty. As a guardian of boundaries, the Warrior teaches assertiveness: how to speak truth, how to meet needs without compromising others’, how to fight for a cause bigger than oneself.

How We Do It

Networker

The Networker creates communities of collaborative peers for the mutual benefit of the collective. Finding commonalities between people, the Networker is motivated to expand its sphere of influence by forging alliances and making connections within disparate groups of people. This archetype demonstrates an intuitive emotional sensitivity to the needs of other people. Sometimes seen as a social butterfly, the Networker is generally good at putting people at ease, telling stories and making friends.

A Giving Heart Foundation Tagline

Where Heart Meets Hope

Brand Persona

A Giving Heart Foundation is driven by the belief that no child should have to endure invasive heart surgery due to CHD. This unwavering commitment, paired with innovative medical research and child- based wellness programs, allows us to create out-of-the-box solutions that address both the immediate and long-term needs of children with congenital heart disease. By prioritizing compassion, innovation, and individualized care, AGHF goes beyond funding research. We build hope, give back childhoods, and form lasting partnerships that change lives.

Brand Writing

Capturing A Giving Heart Foundation’s personality in our marketing communications allows the audience (donors, doctors, and students) another means of recognizing our brand. The personality of our programs and initiatives should be captured in the words, imagery and graphic treatments we use in all our marketing for A Giving Heart Foundation. This focuses on the written components of branding, including keywords (what we say), tone and manner (how we say it), and writing tips to maximize impact.

Keywords

groundbreaking: new and original; never done or seen before

innovation: a new idea, method, or tool that improves what came before

eliminate: to completely remove or get rid of something

impact: a strong effect or influence on someone or something

empower: to give someone the confidence or ability to act

meaningful: full of purpose or importance

change: the act of becoming different or making something different

community: a group of people connected by a shared goal or interest

commitment: a promise to keep working toward something

future: the time ahead; what’s coming next

Tone & Manner

If A Giving Heart Foundation is truly a mission-led nonprofit fueled by empathy, bold vision, and the power of human connection, then our messaging must reflect those values with every word. Our tone should reflect the heart behind the cause, the hope we offer families, and the integrity of the science we fund. That means writing in a way that is warm yet confident, uplifting yet grounded in truth, and always human-first. Our voice should inspire action without pressure, share truth with compassion, and make complexity feel accessible and hopeful. We speak in human terms, grounded in emotion and possibility, and always with the future in mind.

Good: We support research that may improve outcomes for children with congenital heart disease.

Better: We believe in a future where no child is limited by CHD—and we’re helping make that future possible through bold, life-changing research.

Good: We aim to build awareness about congenital heart disease among youth.

Better: We’re growing the next generation of changemakers—young leaders who advocate with courage, compassion, and heart.

Brand Writing Tool

Writing copy that aligns with a brand's voice requires a deep understanding of its values, vision and purpose. This brand writing tool takes the writing information from the branding guide and creates parameters for writing to ensure that the tone and manner are consistent.

AGHF GPT

Brand Assets

A Giving Heart Foundation’s brand is distinct and purposeful. Our identity is not just a logo. It is a design scheme composed of a number of core elements that come together to create a distinctive look and feel that makes the brand instantly recognizable.

Download Assets
Colors
Pantone 191 C

CMYK: 0/88/39/0
RGB: 244/67/108
Hex: f4436c

Pantone 297 C

CMYK: 53/5/3/0
RGB: 107/196/232
Hex: 6bc4e8

Pantone 120 C

CMYK: 1/12/72/0
RGB: 253/218/100
Hex: fdda64

Black

CMYK: 60/40/40/100
RGB: 0/0/0
Hex: #000000

Logos

The preferred A Giving Heart Foundation logo is the full-color icon combining AGHF colors. Different media and printing specifications require different interpretations of the logotype colors.

Typography

TT Commons Pro Black

Use: Headline
Size: Contingent on available space
Recommended Leading: 15 less than the font used
Recommended Case: Capital case
Color: One of the 3 colors

TT Commons Pro
Medium Italic

Use: Header
Size: Contingent on available space
Recommended Leading: 7pts more than the font size
Recommended Case: Capital case
Color: Black

TT Commons Pro Regular

Use: Body copy
Size: Contingent on available space
Recommended Leading: 12.5pts more than the font size
Recommended Case: Capital case
Color: Black

Photography

Graphic Elements

The graphic elements in our brand system were created exclusively for A Giving Heart Foundation to strengthen and enhance our messaging. Each element was designed to reflect the warmth, optimism, and determination behind our mission, while providing visual tools that support consistency across all communications. These elements work hand-in-hand with our colors, typography, and photography to create a cohesive brand experience that is both approachable and impactful.

Curved Line

The curved line moves playfully through imagery and space, adding depth and visual interest to our designs. Whenever possible, strong subjects should interact with the line to create a sense of connection and dimension. To maintain clarity and balance, only one curved line should be used per design to avoid overcrowding.

Legacy Logo

To honor A Giving Heart Foundation’s original logo, it has been reimagined as a design element within our visual system. It should be used thoughtfully to highlight a single subject within an image or to create a distinctive shape within a design. This approach preserves our history while integrating the logo into our modern brand identity.

Callouts

Callouts are used to emphasize specific quotes or important text you want to highlight. Our callouts consist of varying sizes and hues in order to create visual interest in otherwise repetitious text. Each line should decrease in point size by 10 points and 10% in opacity.

Brand Assets

Branding Guide

Stationary

Print Media

Photography

Social Assets

Videos

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