Mentoring with Purpose Charity

Massive rebrand for a massive cause.

Mentoring With Purpose Charity Inc., a non-profit organization,  provides various services, educational programs, and community outreach programs that inspire and empower young men and women to achieve their full potential as leaders.  Founder Frank D. Murphy is a quiet as kept individual with larger-than-life persona who’s charity needed an overdue facelift.  MWP Charity had varied cities where Frank previously played professional football ‘chomping at the bit’ for his non-profit organization to become fully realized. Frank felt their continued partnerships were in-part hinging on his ability to professionally present the charity in a world of professionals, athletes, businessmen and communities alike.


With grass-roots started organizations, oftentimes there is a trail left of poorly communicated collateral, experiences with the brand and persona.  MWP Charity has a profound and meaningful message and cause, and it needed the brand-experiences to coincide with it, so the organization could thrive and grow. 


Understanding the Market

Mentoring with Purpose Charity is a community first organization. It’s a haven for individuals who love to see children learn, thrive and grow in every area of their lives. Equally, MWP provides varied opportunities for youth to engage with businesses, professional and collegiate athletes and programs, and involvement within their immediate community. Focis created unique user profiles to represent the range of attendees in the varied events MWP offers. This painted a clear picture of their demographics, psychographics, needs and wants for both the intended audience and the internal organization’s volunteers.

The Outcome

The Mentoring with Purpose Charity had a sure-fire message with an even more sured up vision. Focis helped Frank and his organization to clarify and streamline this vision and narrative so that when people engaged the brand, they could remember and repeat it as needed. “Inspire, Educate and Empower” was the cornerstone of the messaging accompanied with bold, energetic and robust aesthetics to communicate a youthful and passionate persona. Focis rebranded and designed all of Frank’s subsidiaries to flow in-line with MWP, fostering similar experiences and engagements with the slightly difference focuses of FDM Enterprises. The results were refreshing and rooted in trust for Frank’s organization, partners, audience and affiliates.

Touchpoints & Collateral

Focis spent 8 weeks delving into the organization with Frank and his small staff to understand the full scope of this rebranding venture. When we hit the ‘go’ button, we never looked back.  A carefully designed arrangement of touch-points were implemented to offer up the tone, persona, and overall-variety of MWP. Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act.

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