A civic mission's brand, built to carry real weight.
Fifth Face is a Mount Rushmore-area initiative built around the monument's own five core values — Faith, Freedom, Patriotism, Spirituality, Unity — channeling visitor engagement toward real charitable causes: cancer awareness and housing support, food and shelter for people in need. The brand and site needed to hold both halves of that story clearly.
Snapshot
- Client: Fifth Face® ()
- Industry: Civic & charitable initiative
- Services: Branding, Development
- Location: Mount Rushmore area, SD
The challenge
Fifth Face sits at the intersection of a patriotic visitor experience and a genuine charitable mission. The site needed to make that dual purpose clear from the first scroll — not read as a single-purpose membership page — and be upfront about what it is and isn't, including its independence from any government agency or park service.
The approach
We structured the entire brand around the monument's own five core values, used them as the content framework for the whole site, and drew a clear, honest line between the visitor offering and the charitable causes it supports — so both halves of the mission read as one coherent story instead of two competing ones.
- Identity built around five core values as a repeatable content framework
- Clear separation between the visitor offering and the charitable mission it funds
- Plain-language explanation of where support actually goes
- Built to scale as new charitable programs are added
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