For more than a century, Wilder has stood as a cornerstone of Minnesota’s nonprofit landscape by working alongside communities through direct services, advocacy and research, creating lasting impact across generations. From early childhood education to mental health and community partnerships, Wilder’s reach extends beyond it’s headquarters, with research and evaluation work influencing practice and policy nationwide.
When Wilder turned to Russell Herder, the goal was clear: to evolve a trusted, well-known brand to reflect who they are today and to adapt to an ever-evolving landscape. The partnership reflects the firm’s commitment to collaborating with mission-driven organizations dedicated to meaningful change.
Listening First, Unifying the Story
Wilder’s work is vast and multifaceted, spanning research, advocacy, and direct services that inform and strengthen one another. Each program is grounded in data, community insight and lived experience. Recognizing this unique interplay, Russell Herder began by listening. Our team met with staff across Wilder’s departments to understand their goals, aspirations and the stories they wanted to tell.
Through this discovery, one truth became clear: though their work is multifaceted, it is united by a shared mission of working to see all people thrive.
Building a Brand as Dynamic as Wilder’s Work
Together, we refreshed the brand from the ground up, starting by simplifying the name from Amherst H. Wilder Foundation to “Wilder,” to enhance clarity and public recognition. Next, our creative team updated the logo and other brand elements to one that is modern and accessible, while still reflecting Wilder’s heritage. Within that design system, we introduced a color palette grounded in nature, introducing warmth and authenticity while maintaining strong digital contrast. We also created flexible brand tools, templates and collateral to help Wilder’s internal teams communicate consistently across departments.
Lastly, we built a brand asset library of photos and videos that highlight the people, programs and partnerships at the heart of Wilder’s work.
Telling the Story: “We Are Wilder”
The partnership culminated in a new brand anthem video, a unifying piece that celebrates Wilder’s values and voice with a clear and powerful message:
“Listening with intention. Evolving with purpose. Showing up with heart. Because everyone deserves to thrive. Together, we press forward. We are Wilder. And we’re here for good.”
Wilder’s refreshed brand now appears across a wide range of assets, including its expansive website. The site brings together programs, community resources and research that informs public policy and continues to evolve in close collaboration with Russell Herder to enhance accessibility and engagement.
A Brand That Honors the Past and Looks Ahead
Wilder’s refreshed brand identity celebrates its long legacy while positioning the organization for the future. Their evolved brand is flexible enough to span business-to-business, community and donor audiences, and is authentic to the mission that has guided its work for over 100 years.
At Russell Herder, we’re proud to partner with organizations like Wilder; nonprofits like these align with our goals to lead with purpose, amplify community voices and continue to shape a stronger, more equitable Minnesota.
