Neuroendocrine Tumor Research Foundation
Brand Transformation for a National Nonprofit
NET Research Foundation
Rebranding a
research foundation.
A new name, identity, and digital presence to reflect an expanding research mission.
- My role
- Director of Communication & Outreach
- Experience
- June 2014–September 2016
- Scope
- Brand strategy, organizational rebrand, creative direction, website, and launch communications
A new identity for a research foundation
I led the rebrand from Caring for Carcinoid Foundation to NET Research Foundation, working with leadership, the board, and scientific advisors to align the organization’s name, positioning, and communications with its research mission.
Stakeholder interviews, focus groups, and strategic planning informed the direction and launch. The new identity needed to speak clearly to patients and families while building credibility with researchers and donors.
From strategy to implementation
I developed the visual identity and led its rollout across print and digital communications. The work included brand messaging, launch planning, and a website redesign, coordinating staff and external web, SEO, and creative partners.
My role connected the strategic decisions with the writing, design, and production needed to bring the brand into use.
A clearer digital experience
I led the website redesign to organize complex information for patients, researchers, and donors. The new site brought the research mission forward and created a more consistent experience across the organization’s communications.
Organizational milestone
A $15 million investment in research.
During my tenure, the foundation announced a $15 million gift from the Margie and Robert E. Petersen Foundation. This was a collective organizational and fundraising achievement. My contribution was the positioning, identity, and communications that supported the foundation’s next stage.
Next project
The David Project
I led a comprehensive rebrand for the Neuroendocrine Tumor Research Foundation (NETRF), guiding the organization through a strategic evolution that included a name change, new identity, and full website redesign.
Through research and collaboration with leadership, the board, and scientific advisors, I helped reposition the organization to better reflect its mission and audience. I designed the new visual identity, developed a cohesive brand system, and led the creation of a modernized website—resulting in a clearer, more credible, and more accessible experience across touchpoints.
Rebrand & Transformation
I led a comprehensive rebrand of the organization, guiding its transition from Caring for Carcinoid Foundation to the Neuroendocrine Tumor Research Foundation. The work was grounded in research and collaboration, including stakeholder interviews, focus groups, and strategic planning with leadership and the board.
This process informed a new name, positioning, and communications strategy—establishing a stronger, more credible identity and expanding the organization’s reach within the research and medical community.
Previous Identity
Previous Website
Rebrand Strategy & Launch Plan
Visual Identity System
I designed a cohesive visual identity system to support the organization across print, digital, and real-world applications. The system balanced scientific credibility with approachability, creating a clear and recognizable presence.
From logo development to branded materials, the work established consistency and flexibility—ensuring the identity could scale across audiences, platforms, and communications needs.
I led the design and development of a new website and supporting communications materials to improve usability, clarify messaging, and better serve patients, researchers, and donors.
The work focused on simplifying complex information, strengthening calls to action, and creating a cohesive digital experience—supported by materials that communicate impact, highlight research, and reinforce the organization’s mission.
Digital Experience & Brand In Practice
Current Website
Website (2016)
