The Opportunity Resource Fund, ORF

In the summer of 2010, Michigan Interfaith Trust Fund approached M3 with a tricky set of needs, including how to facilitate a potential name change to help broaden their investor base while also celebrating their 25th year of providing loans for affordable housing in Michigan. In addition, they wanted to hold town meetings within the state to cultivate support and rally those that can help to put Michigan in a better economic position and look at an extensive website overhaul.

The first step was in determining whether a name change was necessary and recommended. M3 determined that a name change would facilitate a wider range of investors as well as better communicate the organization's overall mission. After further research and meetings with Interfaith Trust Fund representatives, it was determined that a new name "Opportunity Resource Fund" would better represent the organization as a whole.

Along with the new moniker, a complete redesign of their overall brand image would help introduce the brand to new investors and new customers who could benefit from the programs offered.