New York Foundling

Message DevelopmentBrand + Creative
Written By Kristine Neil

For 150 years, The New York Foundling has trusted in the power and potential of people. While the Foundling’s history and legacy in the field are among its greatest assets, the Foundling knew its brand needed to be updated to showcase the Foundling’s evolving suite of services and better convey the organization’s transformational impact. The Foundling engaged Mission Partners to create new messaging for the organization, as well as rebuild and redesign the Foundling website. 

After conducting a comprehensive audit and peer set review to better understand audience perception, Mission Partners guided the Foundling through the process of establishing a messaging hierarchy, and created updated talking points and concise program descriptors for shared language among team members. Mission Partners then supported the Foundling through the creation of a comprehensive brand book and conducted a series of message training sessions to ensure all team members felt comfortable speaking on behalf of the organization. Lastly, Mission Partners worked in close coordination with the Foundling to completely overhaul their website, making it easy to navigate for the Founding’s many audiences.

With updated messaging and a new website, the Foundling is now well-positioned to work alongside their current and prospective clients and effectively share how their work impacts people’s lives.

Kristine Neil

Fractional Web Partner

I'm Kristine Neil - a communications strategist who has spent 20+ years designing websites, first running a full-scale design and marketing agency, and now leading my own studio. I've been the creative director managing the work, the coder quietly fixing what others couldn't, and the strategist in the room asking why before how. Somewhere between the MBA and the other degrees, I decided web design was just one tool in a much bigger toolbox - the real work is figuring out what you're trying to say, who needs to hear it, and what's getting in the way. A website is just where all of that comes to life.

I mostly build on Squarespace, and after years deep in the platform I know how far it can go and when to push past its limits. These days, I'm especially drawn to working as a fractional partner - getting to know an organization over time and helping with whatever moves them forward, whether that's a full redesign, an ongoing hand with content and strategy, or just being the person who knows their site best. I write here about AI, UX, eCommerce, web strategy, and making the complex feel a little more human.

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