Capital Campaign Brand & Digital Agency

Money is mission fuel in the right hands.

We're the only agency in the world that focuses exclusively on helping our partner nonprofits brand their fundraising efforts. Our track record speaks for itself – to date, we’ve developed and named more than 18 major campaigns that have raised over $4 billion (and counting).

UF Brain Tumor Summit

What we did
  • Audience Research
  • Brand Strategy
  • Naming
  • Visual Identity

Today, brain cancer remains a death sentence for most patients. Dr. Duane Mitchell and his colleagues at the UF McKnight Brain Institute believe that, based on recent clinical trials, within the next ten years we could see an increase in brain cancer survival from less than 10% to at least 50%.

Recognizing the need for collaboration across disciplines and across institutions, Dr. Mitchell set out to create a yearly summit that would gather the brightest brain tumor researchers and philanthropists around a common ambition to eradicate brain cancer.

The University of Florida Foundation commissioned Parisleaf to create a brand narrative, a name, and a visual identity for this event – a summit which will hopefully be the first of many, and the annual checkpoint for the real work that will happen year by year.

After the verbal identity was established we proposed two concepts for the name and visual identity: ReMission Summit and Matter Summit. As it turns out, doctors almost never use the word remission when discussing brain cancer because it so rarely happens. In light of that, the name ReMission offers its own built-in challenge. Our decision was easy.

UF Amplified Intelligence

What we did
  • Visual Identity

Today’s society is imbued with an ever-increasing array of new technologies.  Its arrival heralds an unprecedented opportunity to tackle real-world challenges while preparing individuals, companies, communities, and economies to thrive. Critical challenges that demand action include health outcomes, drug discovery, climate resiliency, economic diversification, precision agriculture, advances in technology, and serving aging populations. Although artificial intelligence has been around for decades,  the concept of AI is poorly understood.  When the term is mentioned, our minds immediately conjure images from Hollywood of robots and computers subverting humans.  In launching its AI and data science initiative, UF hopes to better articulate how these technologies will help boost human ingenuity – not undermine it.

UF launched the Amplified Intelligence initiative to advance and apply an Artificial Intelligence and Data Science Ecosystem across the university enterprise as a fundamental part of their academic pursuit. In preparation to launch their initiative, the University of Florida’s Office of Advancement turned to Parisleaf to create a successful identity empowering UF Foundation to better fulfill its mission. Our team was overjoyed at the opportunity to partner on such a profound and significant milestone for the University of Florida, and to collaborate with the first major research university system to infuse AI and data science across their entire curriculum.

Our team strove to embody the intersection of both human and machine working in tandem to empower greater outcomes for our future. We proposed a visual identity system that works within the greater UF brand and remained flexible enough to set itself apart from other university initiatives. By visually marrying imagery both data-infused and human-inspired, we captured the essence of UF’s Amplified Intelligence initiative. Ultimately, the Visual Identity System represents the amplification of collaboration – between students, staff, researchers, health care providers, elected leaders, alumni, community members, friends, and data.

University of Florida Foundation

What we did
  • Copywriting
  • Website

The University of Florida Foundation engages alumni and organizations to advance the university’s mission through charitable donations. Donors were having trouble navigating the 6,000+ funds on the Foundation’s website, and online engagement was poor. The UF Foundation came to Parisleaf to reinvigorate their website, encourage online donations, and rethink the user experience behind that process. In addition, UF Advancement’s brand identity needed refinement in order to jell with the many other University websites – and perhaps even set a new standard for how UF websites should look and function.

We also created a dashboard that allows advancement staff to create fully custom engagement packages for specific donors. These include stories and funds that align with each donor’s philanthropic interests.


Within two weeks of launch, site traffic grew significantly. The Advancement website’s strongest two weeks are typically December 18 through December 31. In December 18–31, 2016, the old site saw 23,577 page views and 17,804 unique page views. In just the first two weeks after the new website launched, there were 33,792 page views and 26,369 unique page views. We’re on track to have over 400,000 total page views in the first year.

In the words of Jason Phenicie, the Foundation’s Director of Digital Communications: “I have truly enjoyed working with the Parisleaf team. We were looking for a creative partner who could take our comprehensive campaign style, make it approachable, and revolutionize our website. Parisleaf certainly delivered – in droves. What we now have is something truly unique in the world of higher education advancement websites, and it has already received high praise.”

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