The folks at a trade group that represents independent mutual fund directors is updating their look.

The team at the Mutual Fund Directors Forum (MFDF) has refreshed the organization's branding, confirms Carolyn McPhillips, MFDF president. The rebranding includes a refined mission and vision, a new logo and tagline, and improved communication with members, MFWire has learned.

McPhillips writes to MFWire that an unnamed marketing firm worked with MFDF for this rebranding process.

"The MFDF staff, members and other stakeholders worked hand in hand to ensure the final outcome accurately represented the work we do to serve fund independent directors," McPhillips writes.

"The rebranding is an outgrowth of the work we have been doing on behalf of directors for over 20 years. As the fund industry and fund independent director community have evolved, we determined that we needed to ensure that our brand continued to reflect our commitment to director effectiveness for today's directors," McPhillips writes. "The refreshed brand is the result of an intensive review of how we represent MFDF both visually and in how we talk about our work."

McPhillips tells MFWire about how the brand refresh decision came about.

"Coming out of the pandemic, we realized that we had changed the way we interact with independent directors — and that they had changed as well. Coupled with significant changes in our industry, we felt that it was time to refresh the branding we had used since MFDF's inception," McPhillips says. "The branding signals to the fund independent director community that MFDF will continue to be a trusted resource to help directors provide effective oversight." 

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