Services
Brand Strategy
Messaging Framework
Brand Guidelines
Squarespace Website Design
Social Media and Email Strategy
Communications Plan
The Challenge
The ATI Foundation, a philanthropic arm of Advanced Technology International, was created to strengthen communities by improving workforce readiness and education across South Carolina. Despite its strong backing and resources, the Foundation faced a challenge: it lacked a clear identity separate from its parent organization.
The brand needed to communicate its purpose with clarity and confidence, without sounding like a defense contractor or a charity. The goal was to position the Foundation as a fast-moving, results-driven force for good, one that funds, connects, and amplifies initiatives that remove barriers to workforce success.
The goals were clear:
Define a mission and voice distinct from ATI corporate
Create a cohesive brand identity that reflects professionalism and compassion
Develop a messaging framework aligned with workforce and education partners
Build a modern digital presence through website, social media, and email strategy
Our Approach
Graphroots Design partnered with the ATI Foundation through a full brand strategy and communications engagement, combining research, stakeholder workshops, and visual identity development.
Brand Strategy & Messaging Framework
We began with a half-day Brand Intensive to refine the Foundation’s mission, vision, and positioning. The result was a new narrative built around three key themes: removing barriers, building connections, and unlocking potential.
The positioning statement established the Foundation’s differentiator:
“The ATI Foundation removes barriers, builds connections, and unlocks potential for individuals and organizations working to strengthen the workforce pipeline.”
From this, we built a messaging system emphasizing empowerment over charity, measurable outcomes over promises, and collaboration over competition.
Brand Refresh
We designed a distinct visual identity that reflected speed, confidence, and stability. The Angel Oak tree became the central graphic element, symbolizing deep roots and lasting partnerships. A modern color palette of ATI Purple, Industrial Orange, and Academia Blue brought energy and warmth to the brand, while typography and layout choices mirrored ATI’s precision with a more approachable tone.
Digital and Communications Strategy
The new brand extended across digital platforms through a Squarespace website, social media setup, and email outreach plan. The website was designed as a hub for partnerships and storytelling, featuring clear navigation for students, job seekers, ATI employees, and community partners.
We implemented a 30-day social media launch strategy and a Mailchimp-based email system with segmented messaging for partners, employees, and donors. Each component reinforced the Foundation’s mission through consistent visuals, copy, and measurable engagement tools.
The Solution in Action
The completed brand and communications ecosystem repositioned the ATI Foundation as a trusted, high-performing connector in workforce and education philanthropy. Its new website, messaging, and visuals convey professionalism and urgency while staying accessible to community partners.
The internal team now has a clear roadmap for integrating brand strategy into daily operations, from employee engagement to public outreach. With active social channels, brand guidelines, and a unified communications plan, the Foundation is equipped to tell its story with clarity, speed, and measurable impact.
The Takeaway
Through strategy, design, and storytelling, Graphroots Design helped the ATI Foundation evolve from a little-known corporate offshoot into a recognized leader in workforce philanthropy. The new brand system reflects its purpose-driven spirit — fast, efficient, and grounded in results — empowering the Foundation to make measurable change in the communities it serves.
