Case Study
The Laurent House – Frank Lloyd Wright's Design for Dignity
Client: The Laurent House Foundation
Project Type: Mission, Vision, and Brand Messaging Refresh
Location: Rockford, Illinois
Mary Beth V. Peterson, Executive Director, Laurent House Foundation, Inc.
"Working with Jeff was a transformative experience for the Laurent House. By refining our mission and adding a vision statement, he helped us articulate the importance of our work more clearly in conversations and grant applications, making fundraising more focused and effective. This approach enabled us to secure vital funding for education programming and hire a new staff member to make a lasting difference in the lives of children in our community. Our entire Board enjoyed working with Jeff, and his guidance helped us focus on advancing key priorities with a clear strategic direction, making our efforts more impactful and driven toward advancing our mission.”
There’s No Place Like the Laurents’ Home
The Laurent House isn’t just another Frank Lloyd Wright gem—it’s a home that transformed accessible living long before the term was even mainstream. Designed for disabled veteran Kenneth Laurent, the house represents dignity, independence, and innovation from floor to ceiling.
The Challenge: Reframing the Story
To increase support and engagement, the Laurent House Foundation needed to better articulate the home’s impact and how it continues to influence the world today. The existing mission focused too much on preservation and the home’s history, without fully inviting visitors to engage with the broader ideals the house represents. The Foundation sought to reshape its messaging to be more externally focused, emphasizing the house's relevance and inspiration.
The Transformation: Mission, Vision, and Messaging, Before and After
I collaborated with the Laurent House team to rewrite their mission, create a new vision statement, and develop messaging that engaged a wider audience. This project was about more than just mission and vision—it included crafting an Elevator Pitch and audience-specific summaries to expand support opportunities.
Why It’s the Right Approach:
Externally Focused: The new mission centers on the visitor, the community, and the world, shifting from a focus on Frank Lloyd Wright or Kenneth Laurent’s memory. It emphasizes the house as a living embodiment of ideals.
More Inclusive and Inspiring: It invites everyone to apply the principles of dignity and beauty in their own lives, making the message relevant and impactful, and opens up opportunities for support beyond those who visit in person.
Future Facing: The new mission communicates that the house isn’t just about preserving history—it’s about making the world better through the values it embodies. It still honors its creators without feeling like a shrine to the past.
Messaging Beyond Mission and Vision
In addition to crafting a more inclusive mission and vision, we developed audience-specific messaging to ensure The Laurent House resonates with diverse groups. This included:
Elevator Pitch: A concise, engaging pitch designed for quick conversations and broader appeal.
Audience-Specific Summaries: Messaging tailored to different groups—such as accessibility advocates, architectural preservationists, and educators—allowing the Foundation to build connections across a variety of sectors.
Targeted Support: These strategies help expand fundraising opportunities, especially within the accessibility community, by clearly showing how The Laurent House continues to make a meaningful impact today.
Example Audience Messaging for Accessibility Advocates:
"In 1952, Frank Lloyd Wright designed the Laurent House not just as a home, but as a symbol of dignity and accessibility long before the world embraced these ideals. Today, the house stands as a reminder that thoughtful design can change lives, making the world a more inclusive place."
Looking Ahead: A Legacy That Inspires
While the full impact of these changes is still unfolding, early feedback from stakeholders and initial enthusiasm suggest that the new messaging is already positioning The Laurent House for increased engagement and support. The new mission and vision have not only clarified the impact of The Laurent House but have also increased its appeal to new audiences, strengthened its fundraising and grant potential, provided clearer messages for marketing, public relations, and outreach, and created opportunities for strategic partnerships with key stakeholders.
This project wasn’t just about rewriting a mission statement—it was about capturing the true essence of the Laurent House and inviting more people to experience its unique beauty and dignity. The new messaging reflects both the home’s rich history and its promise for the future.
My Values in Action:
Good work always leans into an organization’s mission, and my approach is no exception. I believe that mission, vision, and values should guide every decision, creating lasting impact.
Here’s how I applied my own guiding principles to ensure the messaging for The Laurent House reflects its deeper purpose:
Mission-Driven: The focus on impact ensures that every message serves a purpose.
Inclusive and Fun: This refresh was about more than history—it’s about making everyone feel welcome and excited about possibilities.
Impact-Focused: The new statements invite people to engage, experience, and be inspired by the house.
With its refreshed mission, vision, and tailored messaging, The Laurent House is ready to begin sharing a new story—one full of excitement and optimism—that has the power to reimagine the future of accessible design.
