Honoring a legacy.
The Richard L. Duchossois Foundation was formed to help solve seemingly intractable social problems through grants and funding of organizations in the Chicagoland area. They do a lot of good, so when it came to helping launch their brand, we wanted to do right.
Third Street created the brand logo and visual identity, designed and developed their website, handled PR communications, email marketing, video presentation materials, and even helped design their new Loop offices. Our job was to help build the digital and visual foundations of a truly remarkable philanthropic foundation, and if their launch was any indicator of things to come, one that will be around for many years to come.
Logo
With the direction of keeping things simple and bold, we brought the RLD initials to life with regal colors and a subtle pattern that recalls both Mr. Duchossois’s railroad business past and his bronze star won in WW2.
Branding
The visual identity of RLD Foundation focused on delivering a message of strength, with colors that represent duty and dedication, and fonts that tell a classic story of success and humanity.
Website
In addition to featuring RLD’s three program areas, the website walks through the incredible life of Richard L. Duchossois, from his Chicago roots to his decorated service in World War 2, through his vast business successes and his passion for horseracing and the Arlington Race Track he owned – and rebuilt. We wanted the site to feel like a living monument to the person as well as the mission at hand, and through inviting animations, a variety of overlapping layout techniques, and photography that is genuine, we think it hits the mark.
Social Media
Expressing the RLDF voice in social means understanding the audience, the brand, and where the two intersect to their mutual benefit. In a category where every word has meaning, and every message is measured, we purposefully seek to honor the legacy of Mr. Duchossois and his namesake foundation.
Email Marketing
When you are making these kinds of philanthropic contributions to the community, it is worth sharing. Being humble and unassuming is the culture of the RLD Foundation, but we coax out stories of their collaborations and successes when we can.
Physical Offices
Going beyond the digital to complete the brand presence, we worked with interior decorators and contractors to enhance the physical headquarters of RLD Foundation.
