The Soledad O'Brien Starfish Foundation

  • Born out of Soledad O’Brien’s exposure to unimaginable human hardship and loss while covering Hurricane Katrina for CNN in 2005, the Powherful Foundation provides funding, mentoring and anything else needed so hardworking young women, previously without access to higher education, can attend college and have the support needed to graduate.

Soledad O’Brien, Co-Founder & CEO

If I could help one young woman, launch her into a brighter future, then she could go off into the world and help others.

Renaming the Foundation

  • Originally named the Starfish Foundation, the story behind the foundation name came from an adapted version of Loren Eiseley’s essay, “The Star Thrower.”


    At the heart of the Foundation is empowering girls. Whether it’s through the scholar program that pays for 25 girls’ college tuition and room and board or the Powherful Summits that bring learnings from core scholars to a broader audience, the emphasis is on her, the girl.

  • Understanding the national exposure of the Foundation’s Powherful Summits, along with its unique name, it made sense to rename the Foundation altogether to the Powherful Foundation and rewrite their story with the girl in focus.

Brand Properties

  • With the Foundation’s growth we needed to create a system that could be flexible with descriptive modifiers for summits held in different locations across the country as well as support the core participants (scholars, alumnae, mentors).

  • We built a system where additional information could be locked up around “HER.” For scholars, alumnae and mentors we pulled out the “HER” icon to be used informally for those already familiar and connected to the Foundation.

Sponsors

Iconography

  • Built from the same base shape and angles as the “HER” icon, these icons represent the two core focuses of the Foundation. The girl in graduation garb is representative of the scholars and summit attendees who will go on to graduate from college. 

  • The second icon is an open book that represents the Foundation’s philosophy that education is the greatest equalizer.

Brand Voice

  • Built from the same base shape and angles as the “HER” icon, these icons represent the two core focuses of the Foundation. The girl in graduation garb is representative of the scholars and summit attendees who will go on to graduate from college.

  • The second icon is an open book that represents the Foundation’s philosophy that education is the greatest equalizer.

loader