CHARLESTON, W.Va. — The West Virginia First Foundation will be identifying themselves in a new way which they say encompasses their commitment to providing hope and recovery to the Mountain State.
The foundation that’s charged with the effort of distributing millions of dollars in opioid settlement dollars across the state recently announced its new brand identity — the ButterFFly with two F’s.
Jonathan Board
WVFF Executive Director Jonathan Board said this brand change is important for the growth of the newly-formed foundation as it reminds the organizations in which it’s dispersing the money out to that it will continue to serve them for the long-term.
“As this foundation is really building itself out of the ether, it needed to have an identity, and we wanted to make sure that as we come alongside those boots on the ground that serve our friends, families and neighbors across this state, that they are recognizing us as someone who is with them and proud to stand with them,” said Board.
Board said the monarch butterfly logo is at the heart of this new brand identity as it reflects WVFF’s mission of bringing hope to the state through its efforts of working to pull out of the opioid epidemic. As the state butterfly, he said the logo not only symbolizes hope however, but transformation, resilience and renewal.
Board said the butterfly’s wings subtly form the shape of the two F’s that are in the organization’s name.
He said the traditional orange they have used since the formation of the foundation has now also undergone the addition of purple in the logo, with the purple gradually overtaking the orange.
Board said the new brand and logo correlates well with the overall mission of WVFF.
“Our tag-line is Transforming Lives and Inspiring Hope and that really aligns with our mission and vision and values of empowering West Virginians to prevent substance use disorder, support recovery and save lives,” he said.
Board said just as the butterfly undergoes the transformational process of metamorphosis, so too is the state and its people undergoing sort of a transformation of their own as the foundation and partnering organizations across the state work in reversing the effects of the drug crisis.
He said this branding will help to amplify that.
“Our mission is very focused on helping all of our friends and neighbors and indeed the entire state of West Virginia heal collectively through the communities, through our neighborhoods,” he said.
Board said they plan to roll out the new branding across their social media pages, website and other platforms over the next several months.
He said their intention is to have a lasting impact in the state.
“Our efforts are non-stop just as the providers across the state work day in and day out, we’re so privileged to stand alongside them.”