New Year, New Brand: A Fresh Start for Hope and Recovery in West Virginia
WEST VIRGINIA (January 2, 2025) – West Virginia First Foundation (WVFF) is proud to announce the launch of its new brand identity – the ButterFFly – a powerful symbol of its commitment to hope and recovery for all West Virginians.
At the heart of the new brand is a redesigned logo that reflects WVFF’s mission, vision, and guiding principles. The logo features a monarch butterfly, West Virginia’s state butterfly, symbolizing transformation, resilience, and renewal. The butterfly’s wings are designed to subtly form the shape of two “F’s” for First Foundation, reinforcing the organization’s identity.
Traditionally orange, the monarch butterfly in the WVFF logo has been reimagined in purple, with the purple gradually overtaking the orange. Purple is the designated color for overdose and recovery awareness, making it a fitting choice to represent WVFF’s focus on healing and hope.
“As the orange of the monarch gives way to purple, it mirrors the transformation we envision for West Virginia: a journey of healing, renewal, and progress,” said Jonathan Board, Executive Director of West Virginia First Foundation. “This brand is more than just a logo; it tells a story of strength, resilience, and hope, while serving as a repository of wisdom for West Virginia—honoring where we’ve been and laying the foundation for a healthier, stronger future.”
The Foundation’s new tagline, “Transforming Lives, Inspiring Hope,” captures the essence of its mission. It represents the hope WVFF offers today and the lasting change it is working to create for future generations. Just as the butterfly undergoes a metamorphosis, WVFF fosters transformation in the lives of individuals and families, laying the foundation for a stronger, more resilient West Virginia.
“This new brand finally gives us a flag to rally around, a symbol we can carry as we work together to address one of the greatest challenges our state has ever faced,” said Matthew Harvey, Chairman of the Board. “With the monarch butterfly at its core, our branding represents the resilience and transformation that define our mission and our people.”
The power of WVFF’s new brand lies in its ability to convey an effective, unified message through compelling storytelling. This branding will amplify the Foundation’s voice and help it connect with West Virginians in a meaningful, enduring way. Over the next several weeks, WVFF’s new branding will begin to roll out across its social media platforms, website, and other communications channels. For more information, visit wvfirst.org.
