Detroit CDFI Coalition, a collaborative network of mission-driven financial institutions, has been a vital advocate for equitable access to capital in Detroit since 2014.
Despite having over 30 active members and more than $1.8B invested collectively in Detroit neighborhoods, the Coalition’s public-facing identity didn’t fully reflect its evolution, impact, or bold vision for the future.
CHALLENGE
The organization sought support to refresh its brand messaging and visual identity in preparation for a new website and updated outreach materials. It needed an aligned voice that spoke to its values of equity, community, and collaboration, while also capturing the Coalition’s leadership in Detroit’s development ecosystem.
Through internal and external stakeholder interviews, it became clear that while the Coalition was widely respected, it faced gaps in public awareness, storytelling, and clarity around its activities and value proposition. Many were unfamiliar with how to engage with CDFIs, signaling the need for clearer messaging, stronger visibility, and a more differentiated brand identity.
SOLUTION
In collaboration with Design Think Tank, Blended Collective led the discovery assessment, community research, and brand development strategy and creative to establish a strong and authentic brand foundation.
Our work included:
- Marketing Assessment & Stakeholder Interviews: We began with an assessment of existing marketing assets and led in-depth community and perception interviews with members, funders, and partners. These interviews helped uncover key brand themes, identify engagement gaps, and inform both the narrative and design direction. These interviews uncovered recurring themes around the need for proactive communication, clearer differentiation, stronger storytelling, and tools to simplify navigating the CDFI ecosystem.
- Brand Foundation & Positioning Strategy: We redefined the brand’s core identity, from mission and vision language to brand essence and personality. A refreshed value proposition and tailored positioning statements were developed to reflect how the Coalition serves its broad audience—members, partners, and the greater Detroit community—emphasizing its role as a connector, advocate, and trusted leader in equitable investment.
- Verbal Identity Refresh: Blended Collective authored the full website content, weaving in insights from community interviews and aligning with the Coalition’s collaborative tone. Messaging now emphasizes the Coalition’s history, impact, and forward-looking vision, while remaining accessible and action-oriented.
- Visual Identity Recommendations: Working alongside Design Think Tank, we informed the visual brand updates and provided guidance on style elements including logo usage, color palette, typography, and layout principles for consistency across platforms.
“The Detroit CDFI Coalition is grateful to Blended Collective for helping us with our project. Our new branding and website messaging truly represent who we are as an organization and direction we are heading. The team was great to work with, listened to our needs, and captured our goals well!”
Jenn Hayes, Executive Committee, Chair & Senior Vice President of Public Policy, Invest Detroit
RESULTS
The Detroit CDFI Coalition emerged from the engagement with a sharper brand identity, stronger messaging framework, and a more unified voice across marketing materials and digital presence.
Rooted in extensive community insight, the new brand identity reflects the Coalition’s values of equity, impact, and collaboration—while also helping audiences better understand the role of CDFIs and how they drive change.
The tailored positioning strategy ensures each stakeholder group—from grassroots partners to national funders—feels seen and understood, strengthening the Coalition’s ability to build relationships, secure investments, and advance growth.
By grounding the brand in community insight and clearly articulating its role in equitable development, the Coalition is now positioned to lead with clarity, engage new audiences, and amplify the reach of its work across Detroit and beyond.
