SAE Foundation
How a Reimagined Annual Report Sparked a Full Brand Transformation
Your organization is doing life-changing work every day. But when your brand doesn’t reflect the impact you’re actually making, it’s like being stuck in first gear.
SAE Foundation was helping revolutionize STEM education for millions of students. But their brand told a different story. One that felt too safe and disconnected from the real magic happening in classrooms across the country and around the world. The result was a gap between what they made possible and how they were perceived.
That disconnect wasn’t just cosmetic. It made it harder to attract donors, inspire partners, and show the full value of their work. SAE Foundation needed more than a new look. They needed a brand that could capture attention, build trust, and reflect the bold, hands-on learning they were making possible every day.
Services provided:
Creative Direction
Brand Story
Marketing Strategy
SEO/SEM
Breaking Free from “The Way It’s Always Been”
For years, the assumption was simple: SAE Foundation had to mirror its parent organization, SAE International. Think corporate blues, stock imagery, and annual reports that played it safe. But here’s the thing about that – it doesn’t inspire donors to take action or students to dream bigger.
Identifying Key Priorities & Quick Wins
When SAE Foundation’s director shared samples of innovative non-profit annual reports with her internal creative team, they didn’t gain traction. That’s when we stepped in. We saw what she saw: the potential for something extraordinary. Working with SAE’s creative team, we started challenging assumptions and exploring all new possibilities.
The Annual Report That Changed Everything
The turning point? An annual report that didn’t play it safe. We reimagined it from the ground up. What was once a static recap became a powerful, story-driven piece with a clear arc, vibrant creative direction, and a call to action that actually called.
That one project set the tone for everything that followed. It showed what was possible — not just visually, but strategically. And it gave SAE Foundation the proof (and the confidence) that bold storytelling could move people to care, give, and get involved.
Defining a Targeted Marketing Strategy
We didn’t just refresh a brand. We helped SAE Foundation break free from the “good enough” mindset that was holding them back. Now, every piece of marketing material, from their website to their annual report, tells the authentic story of their impact in STEM education.
Teachers noticed immediately. “The new brand feels more intentional and vibrant.” But the real win? When donors ask “Is that a real student?” now the answer is a proud “Yes – and let me tell you their story.”
The transformation went beyond colors and logos. It started with a bold new take on their annual report and grew into a brand that gave SAE Foundation the confidence to show up differently, tell their story boldly, and connect donors directly to the students whose lives they’re changing.
The Results:
65% increase in social media engagement
55% increase in organic traffic
36% increase in first-time donors
17% increase in total online donations
12% increase in recurring donations
10% increase in average transaction size
“I engaged with Deep Varnish on a range of projects including brochure development, photography and videography, SEO, collateral design, annual giving optimization, social media and email strategy, and a full website and brand redesign. Shawn was an exceptional partner throughout. He built strong relationships with our staff, took time to deeply understand our organization, and consistently approached the work as if it were his own. His innovative thinking and thoughtful approach gently pushed our organization beyond its comfort zone in ways that ultimately strengthened our fundraising and advanced our mission. I would highly recommend Shawn and Deep Varnish to any organization seeking a creative, strategic, and truly invested partner.”