The vision for this initiative was clear—partner with U.S. community foundations to help them tap one of their richest local resources: older adults. Building on the innovative work of the brain trust that conceived the Community Experience Partnership, Williams Group helped name the initiative, and created an appealing visual identity and tagline. The brand identity has been applied in a suite of communications, from stationery and business cards to conference and seminar materials, banners, presentations, a website and knowledge papers—all aimed at helping community foundations achieve local impact, advance collective learning, and accelerate adoption of initiative approaches throughout the United States.