Clarus
fundraising
elevating a founder's brand presence to reflect the actual authority and level of expertise
Feelin' it: Brand foundations + identity design
positioning & audience alignment • offer strategy
Brand expansion: Branded collateral • Social Kit
Project scope:
Clarus Fundraising Consulting envisioned a better way to fundraise, one grounded in an understanding of human behavior and designed to create stronger, more sustainable relationships between fundraisers and donors. Founder Deanna Nelson brought a rare depth of expertise in philanthropic psychology, with a vision for turning research into practical strategies that make fundraising more effective and more meaningful for everyone involved.
Our work together uncovered an important shift: the research wasn’t the point, it was the tool. At the heart of Clarus was the quality of the human exchange. Through foundational brand strategy, messaging, visual identity, and design, we clarified that point of view and built a brand that elevated Deanna’s expertise without making it feel academic or inaccessible. The process gave her a stronger platform for stepping into her authority, while creating a clear North Star for how Clarus could grow.
The result is a brand built around clarity, brilliance, and warmth, balancing intellectual rigor with genuine human connection. Bright, confident, and distinctly its own, Clarus now has an identity that reflects both the caliber of Deanna’s thinking and the more connected future of fundraising she wants to create.
Clarus fundraising Consulting
through
meaningful
connection.
The good grows
RESPONSIVE COLLECTION FOR ANY USE AND CONTEXT
LOGO SUITE
We improve the quality of the exchange between fundraisers and donors—creating fundraising that works better and feels better for everyone involved.
to create interpersonal connections, and psychologically safe, supportive environments by fostering empathy and understanding within diverse perspectives/populations.
BRAND PURPOSE
We improve the quality of the exchange between fundraisers and donors—creating fundraising that works better and feels better for everyone involved.
We improve the quality of the exchange between fundraisers and donors—creating fundraising that works better and feels better for everyone involved.
LOGO SYMBOLISM
sustainable energy
ethincal influence
applied intelligence
Person-centric connection
BRAND VALUES
PRACTICAL MOMENTUM: Clear, actionable, and always moving forward. Clarus turns thinking into doing. The tone emphasizes clarity, application, and steady progress—helping people move from insight to action without overwhelm or unnecessary complexity.
GROUNDED OPTIMISM: Positive, energizing, and rooted in reality.
We believe fundraising can feel better and work better —and we speak about that possibility with genuine enthusiasm. The tone is encouraging without being idealistic, balancing hope with practical insight.
APPROACHABLE AUTHORITY: Credible, thoughtful, and easy to engage with. Clarus brings depth of knowledge and clear thinking without distance or ego. The tone is confident but never condescending—more like a trusted partner or coach than a distant expert. Authority comes from clarity and substance, not performance.
ENGAGED INTELLIGENCE: Smart, curious, and energized
by useful ideas. We explore ideas with rigor and openness, making complex thinking feel accessible and actionable. Insight is meant to be shared, tested, and used—not admired from a distance.
BRAND PERSONALITY
DESIGN CONCEPTS
clearly brilliant
Clarity + warmth
intelligence in motion
“thinking clearly feels good here” •
Look for the warm glow.
clearly brilliant • Clarity + warmth + intelligence in motion • “thinking clearly feels good here” • Look for the warm glow.
clearly brilliant • Clarity + warmth + intelligence in motion • “thinking clearly feels good here” • Look for the warm glow.
clearly brilliant • Clarity + warmth + intelligence in motion • “thinking clearly feels good here” • Look for the warm glow.
Deanna Nelson, PhD,
Founder & CEO
Clarus Fundraising Consulting, LLC
Deanna Nelson, PhD,
Founder & CEO
Clarus Fundraising Consulting, LLC
Working with Annie was incredible. The process was a true exploration of the WHY behind the work, and helped surface the clarity I was searching for. The end product is a gorgeous and professional-looking set of tools that I've been able to use everywhere immediately - business cards, website, LinkedIn, marketing materials. My company now looks like it's always felt.
The process was a true exploration of the WHY behind the work, and helped surface the clarity I was searching for.
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