The Fluxx brand refresh was a strategic evolution to better align the cloud-based grant management software with its new focus on professional, collaborative philanthropy. Retaining the established brand logo, the project centered on developing an updated visual system to strategically elevate the brand while remaining cost-conscious and avoiding generic visual cliches. The core rationale was to build a disciplined, forward-looking identity where every element—color, type, and imagery—reinforced the company’s dual role as a sophisticated software provider and a facilitator of meaningful human connection within the philanthropic ecosystem.