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Critical Mass Collaborates with Rihanna's Clara Lionel Foundation on New Brand and Website


The collaboration with Critical Mass gives the site a fun feel with 360 videos and a creative destination to spotlight Rihanna's brand partnerships

Critical Mass Collaborates with Rihanna's Clara Lionel Foundation on New Brand and Website
The Clara Lionel Foundation (CLF) launched its new brand and website on Monday, August 21. Founded by Robyn “Rihanna” Fenty, the Clara Lionel Foundation’s mission is to support education, health and emergency response programs around the world. The online experience leverages immersive storytelling, compelling imagery and film to bring people closer to this mission, the organization’s evolution and its impact on the global community. CLF worked with Critical Mass, the global digital experience design agency, to build out its interactive web experience.
“The Clara Lionel Foundation is focused on leading global philanthropic efforts to improve the lives of young people,” said Justine Lucas, Executive Director of the Clara Lionel Foundation. “The CLF website will further amplify engagement around our mission and the new creative approach provides an in-depth look at our global programs and core values.”   
Critical Mass signed on to create a new logo and website that embodies the youthful and inspirational spirit of CLF. The agency served as the architect of the website and had an integral role curating and creating site content to raise awareness around global issues like access to education. Critical Mass deployed its global resources and senior creative team to use 360 video execution to virtually transport viewers to on-the-ground relief efforts through exclusive footage from recent projects.

"Our mission at Critical Mass is to create experiences that improve people's lives" said Dianne Wilkins, CEO of Critical Mass. “This project was a chance to work with a client dedicated to transforming the lives of young people around the globe. We deeply admire The Clara Lionel Foundation, and we are thankful for the opportunity to assist them in furthering their mission.”

The Clara Lionel Foundation funds innovative global education projects and scholarships, healthcare and emergency response programs and local micro grants. The third annual Diamond Ball to benefit these programs will be held on September 14, 2017 in New York City. For the first time ever, fans of the songstress can attend and enjoy musical performances from Kendrick Lamar and Calvin Harris. 


Agency / Creative
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Categories: Charity, Corporate, Social and PSAs

Critical Mass US, Wed, 23 Aug 2017 10:22:57 GMT