John Templeton Foundation

Stay Curious.

Non Profit Branding and Print and Web Design

Quick Overview

The Background

The John Templeton Foundation advances well-being through research that sits at the nexus of science and spirituality. With an important public engagement initiative on the horizon, JTF sought a branding agency to overhaul their identity to accurately translate the foundation’s mission and purpose for today’s modern audience.

Honoring the Founder’s Legacy

We helped modernize the Foundation’s written and visual brand while honoring JTF’s deep history.

Streamlining Operations

We rethought the user experience and information hierarchy of the grant application process to reduce unqualified grant applicants.

Promoting Discoveries

We helped JTF better highlight the work they fund in a public way using storytelling and engagement strategies that spark curiosity.


Brand Strategy & Messaging

We started by interviewing board members and key stakeholders, reviewing existing research, and combing through past publications to understand the Foundation’s evolution so we could strategize a potential path forward. From there, we collaborated with the Foundation’s communications team to clarify and refine the organization’s core messaging, including the tagline, mission, vision, promise, and values.

Two Taglines for Two Purposes

We created a set of taglines to serve two distinct audiences. The phrase “Infinite Discovery” speaks to scientists, scholars, and innovators in a gesture toward the constant pursuit of knowledge and understanding. The second tagline, “Stay Curious,” is a welcoming statement used to engage the general public.


A Bold New Aesthetic

Once we established the brand strategy and messaging, our next step was to design a new logo and visual style for the Foundation. We created flexible versions of the primary mark to adapt to a wide variety of situations, both in print and on-screen. Then, we extended the logo design into a comprehensive brand with a full set of collateral, including business cards, letterhead, envelopes, memo pads, name tags, podium signs, presentations, wall signs and more.

Non Profit Print Collateral Branding and Graphic Design

Before and After

Our initial research revealed that the existing nautilus symbol had deep equity within the JTF community. While this ancient symbol has many interpretations, the inner spiral is a recognized symbol of creation, fluidity and evolution. Our logo harnessed these associations while capturing the spirit of exploration that lives at the center of the Foundation.

Typography & Color

We chose a smart combination of serif and sans serif typefaces to simultaneously communicate the legacy of the Foundation while giving a nod to its commitment to modern scientific research and discovery.

Baskerville’s simplicity and quiet refinement brings an air of intelligence and sophistication to the brand.

Proxima Nova is a modern typeface that combines humanistic proportions with a geometric appearance. This workhorse sans serif helps create a clear information hierarchy.

We employed a thinner weight of Proxima Nova to retain elegance in the brand’s long-form body copy while ensuring legibility.


A Sound Web Strategy

Beginning with a detailed content strategy was essential to clarifying the Foundation’s message online. This perspective let us distill important information in a way that maximized usability and understanding for website visitors.

Who Will Be Visiting the Site, and Why?

Detailed user profiles helped us document and understand typical website visitors. Based on these audiences, we simplified the navigation to highlight Funding Areas, Grants, and Partners, with a special section called ‘Discoveries’ to promote the Foundation’s core areas of exploration.

Content Strategy Considerations

To inform the content creation process, we conducted an iterative workshop that resulted in practical messaging guidelines. From voice & tone to content heuristics and business goals, we helped the communications team rally around one central content strategy.

Non Profit Print Collateral Voice Tone


Web Design

We extended the brand system onto the web, where the new user interface design elements worked together to highlight the Foundation’s ideals of humility, open-mindedness, and curiosity.

Bringing Discoveries to Life

We focused on building a dynamic and engaging site that highlighted the work of the Foundation with unique animations and transitions.

Non Profit Responsive Mobile Web Design
Sir John Templeton in Bahamas
A long-scroll timeline page highlights the life and legacy of Sir John Templeton
Non Profit Web Design
A special section called ‘Discoveries’ promotes exploration around specific research areas

Technology That Works

Our technical team connected the WordPress content management system to the client’s existing grant, calendar, and news databases. At a result, grant data can be searched or filtered by funding area, year and geographic region.

Multi-Language Setup

To serve a global audience, we identified the most common visitor language preferences and built the site to support English, Spanish, Portuguese and Arabic translations.


A Strong Foundation

The new brand and web design garnered positive feedback from the board, academic community, media, and philanthropic partners around the world.

Non Profit Mobile Website Results
Grant Database Visits Increased By
After the launch of the redesigned site, overall traffic to the Our Grants section of the site increased. In particular, the average time spent on the Grantmaking Process page increased by almost a minute as users engaged with the redesigned content.
Funding Area Page Bounce Rate Reduced By
The new site introduced individual funding area landing pages. These new pages maintain strong traffic and represent over 15% of the site’s pageviews, attracting potential grantees and partners to the Foundation’s areas of focus.
Push10’s team helped us refine our brand, clarify and sharpen the messaging, and create a visually stunning and highly user friendly site for our stakeholders. We could not be more pleased with our Push10 experience.
-Michael Murray, Senior Vice President, John Templeton Foundation

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