Fello 65th Anniversary

The anniversary needed to feel special without feeling separate. It had to honor the organization’s history while staying connected to the modern Fello brand. This was more than a commemoration. It was a chance to turn 65 years of impact into a platform for the next 65.

idfive created a 65th Anniversary system that gave the milestone its own sense of occasion without creating a separate brand.

The primary Fello logo remained unchanged, while “65 Years” and “Creating Community” were added beneath it to form a distinct anniversary lockup. “65 Years” was set in Miltona Elegant Script, an existing Fello typeface used for warmer, more personal moments. Its handwritten quality brought humanity and emotion to the mark while reinforcing the care and individuality at the heart of Fello’s work.

To give the campaign a richer celebratory presence, idfive introduced Anniversary Gold, a new campaign-specific color created as a metallic gradient. One of its tonal stops uses Golden Hour, a warm secondary color from Fello’s existing palette, helping the new addition tie naturally back to the broader identity.

A flowing gold ribbon extended the visual system across print, digital, motion, and event applications. It served as a connective thread throughout the campaign, linking imagery, messaging, and moments across Fello’s past, present, and future. When used in relation to people, it helped bring them into the anniversary story and reinforce that people are at the center of Fello’s work.

The identity supported a larger campaign built around 65 Years Creating Community. Rather than telling a simple past-to-present story, the campaign brought Fello’s history, work today, and future direction into each touchpoint, shifting the emphasis by audience and moment.

The messaging was designed to connect with the people Fello serves, families, employees, donors, funders, legislators, policy leaders, community partners, and people learning about Fello for the first time. Across audiences, the story remained focused on what Fello has long worked to create: real homes, real relationships, and real belonging.

idfive also developed a three-minute anniversary film centered on people with disabilities, people Fello serves, and the relationships and lived experiences that have shaped Fello’s work. By pairing existing footage with planned production, we made the most of the budget while creating an emotional centerpiece for the campaign.

Running from January through October 2026, the campaign brings the anniversary to life across storytelling, events, communications, and paid media. Recurring touchpoints include video, podcasts, employee and donor moments, legislative outreach, social content, annual report storytelling, community events, and the culminating 65th Anniversary celebration.

Together, the anniversary lockup, color system, ribbon, messaging framework, and campaign guidelines created a flexible platform that could scale across paid media, storytelling, events, presentations, environmental applications, and promotional materials. idfive brought the system to life through the anniversary film and integrated media campaign while giving Fello the tools to extend it consistently across the full anniversary experience.

Watch Anniversary Video

Fello’s 65th Anniversary created more than a moment of recognition. It gave the organization a flexible platform for storytelling, engagement, and visibility across the anniversary year.

The system carried one central idea across paid and organic media, internal communications, donor engagement, legislative outreach, presentations, events, digital experiences, environmental applications, and promotional materials. Because it was built to be both consistent and adaptable, it could support a wide range of anniversary moments while keeping the story connected across every touchpoint.

Early reporting showed strong engagement across channels:

• OTT video completion rate: 98.85% / Benchmark: 95%
• Podcast listen-through rate: 97.51% / Benchmark: 90%
• Paid Search CTR: 21.91% / Benchmark: 6%
• Instagram Feed video CTR: 1.40% / Meta channel average: 0.68%
• Facebook Stories video CTR: 1.33% / Meta channel average: 0.64%

By centering choice, belonging, individuality, and real relationships, the campaign kept people at the heart of the work. At the same time, it demonstrated Fello’s scale, leadership, and long-term vision to families, employees, donors, funders, policymakers, partners, and the broader community.

The result was a campaign that honored 65 years of progress while giving Fello a stronger platform for the years ahead.