Founded by Robyn “Rihanna” Fenty in 2012, The Clara Lionel Foundation (CLF) enjoyed rapid success in its mission to enact positive global change, but few people knew about it. To get the word out, we focused on the mindset of our audience. The presence of a charity won’t sway them--they need to connect with a movement. After reimagining the branding and the CLF logo (a versatile “face” that can express various themes and moods) we redesigned claralionelfoundation.org, which included a new “CLF mandate,” 360 video shot in a Malawi school, and an invitation to “join the revolution.”