Honoring a Legacy, Empowering the Future
The Frankie Valente Scholarship Fund (FVS Fund) is more than a nonprofit—it’s a promise. A promise to the future EMTs who dedicate their lives to saving others. A promise to the families who rely on first responders in their most critical moments. And above all, a promise to honor the legacy of Frankie Valente, an EMT whose passion for helping others defined his life.
Since its founding in 2018, the FVS Fund has provided over 300 scholarships to students across the country, ensuring that financial barriers don’t stand in the way of those called to serve. Yet, as the organization grew, its digital presence and brand identity didn’t reflect the depth of its mission. While the fund had strong roots in the community, it lacked a cohesive brand and an online experience that truly captured its impact. It was time to evolve.
The Call to Something Greater
Tony and Joyce Valente had built something remarkable. Their scholarship fund was changing lives, but it wasn’t reaching its full potential. They needed more than just a logo and a website—they needed a platform for storytelling, a rallying point for donors and students, and a brand that reflected the depth of their mission.
As they planned for larger fundraising events and an expanded outreach strategy, they recognized the need for a brand that could carry the weight of their vision. The existing website made it difficult for donors to contribute and for students to find essential information. Without a strong visual identity, the fund was missing opportunities to connect. That’s when they turned to ThreadLink. Our mission was clear: build a brand that would honor Frankie’s legacy, inspire engagement, and propel the FVS Fund into its next chapter.
The Call to Something Greater
Tony and Joyce Valente had built something remarkable. Their scholarship fund was changing lives, but it wasn’t reaching its full potential. They needed more than just a logo and a website—they needed a platform for storytelling, a rallying point for donors and students, and a brand that reflected the depth of their mission.
As they planned for larger fundraising events and an expanded outreach strategy, they recognized the need for a brand that could carry the weight of their vision. The existing website made it difficult for donors to contribute and for students to find essential information. Without a strong visual identity, the fund was missing opportunities to connect. That’s when they turned to ThreadLink. Our mission was clear: build a brand that would honor Frankie’s legacy, inspire engagement, and propel the FVS Fund into its next chapter.
BUILDING A BRAND
From there, we designed three distinct stylescapes, each capturing a different aspect of the fund’s mission. The final selection balanced professionalism and warmth, ensuring that the brand would be credible, inviting, and inspiring. The new logo wasn’t just a mark—it was a message. The torch symbol represented knowledge, hope, and the passing of wisdom. Hidden within the design were the initials F, V, and S—a tribute to Frankie Valente and the scholarship that carries his name.
“Funding the heroes of tomorrow”
MORE THAN A WEBSITE
With the brand identity set, we turned our focus to the website. We completely reimagined the structure, prioritizing clarity, ease of use, and emotional impact. A new donation flow streamlined contributions, while a dedicated student section made applying for scholarships simple. Every page was built to tell a story, ensuring that visitors immediately understood the fund’s purpose and the profound difference their support could make.
A Brand That Stands for Something Bigger
The final product was more than just a website and a brand—it was a platform for impact. The new FVS Fund identity became instantly recognizable, creating a visual and emotional connection with the community. The website was designed to guide users effortlessly, whether they were looking to donate, apply, or learn more about Frankie’s story.
One of the most powerful design choices was inspired by Frankie’s favorite movie, Pleasantville. In every image on the site, EMTs appear in full color, while the background remains black and white—a subtle but powerful reminder that these individuals bring life and hope to every situation. This detail resonated deeply with Tony and Joyce, bringing an unexpected layer of meaning to the brand.
From Mission to Movement
The impact was immediate. The community embraced the new brand, and engagement soared. Donations increased, events saw record attendance, and the FVS Fund gained visibility like never before. Celebrities like Nick Manning and Chef Duff took notice, amplifying the fund’s reach.
Then came the real test—Casino Night, the FVS Fund’s largest annual fundraiser. With the new brand and website in place, the event broke records, grossing over $41,000—the most successful year. The brand was no longer just a name; it was a movement, rallying support and changing lives.
The Frankie Valente Scholarship Fund now has a brand and digital presence that will continue to grow, inspire, and serve for generations to come.
