Non-Profit
Strategy
Branding
Creative Direction
Packaging
Website
Social Media
Talent is Everywhere, Opportunity is Not.
This is the message behind Mailata Family Foundation, which provides scholarships, mentorship, and resources to passionate, driven young people from underresourced communities. Jordan and Niki Mailata built MFF because they experienced firsthand how opportunity makes all the difference; now their work empowers young people to pursue their dreams.
When Niki and Jordan came to us to launch Mailata Family Foundation, we started with one goal: bring to life something that portrayed the heart behind their mission, something as authentic, genuine, and grounded as they are. With that in mind, we created MFF’s Brand identity, videography and photography, media and content strategy, social execution, and launch event support. We built every dimension of the brand, from identity creation to designing the launch event. We were proud to nurture Jordan and Niki’s seed idea and bring MFF to life.
Our collaboration with the Mailatas has resulted in a beautifully crafted website, a community-focused strategy, and a resounding foundation launch with over 1,000 attendees and $160,000 raised for kids, all backed by a brand built from the ground up.
$160,000
Raised in scholarships for kids
1000+
Attendees at the launch event
40
Volunteers powering the day
5,425
Instagram followers grown
organically in 60 days
1.36M
Content views generated
in 60 days
275,697
Unique viewers reached
and counting
Every great brand starts with an identity. For MFF, we developed a visual identity and tone of voice rooted in the energy of Philadelphia and shaped by Niki and Jordan's shared Polynesian heritage. These factors inspired MFF’s logo design, color palettes, and the full suite of copy-focused brand messaging: mission, vision, values, and storytelling. Each visual symbol has meaning, and the colors are rooted in the founders’ places of origin: the Australian Coast for Jordan, and Anchorage, Alaska, for Niki.
At AWA, we handcraft our websites to our clients’ individual needs, goals, and personalities. As such, the Mailata Family Foundation Website became a canvas for the brand's creativity. We used animation to bring MFF’s visual identity to life, wrote all website copy, and designed a site that felt as distinctive and dynamic as the foundation itself.
To bring the brand to life, we headed to Stanton School, where we spent time alongside the students the foundation exists to serve. Jordan and Niki made music with the kids, played basketball, and engaged in real conversations with the older students. The day reflected what MFF is all about, bringing generations together to create, play, and dream.
The day was amazing, and we captured it all, generating photo and video content that would anchor the website and social media campaign.
In line with Jordan and Niki’s desire for authentic community engagement, we built a social media strategy with no paid audience acquisition. In the first 60 days alone, content generated 1.36 million views and reached nearly 276,000 unique viewers, growing the following to 5,425. More than 85% of those views came from non-followers, proof that the content was generating discovery, not just serving an existing audience.
MFF’s content prioritizes human beings and showcases the Mailatas’ personalities. At AWA, we believe that content built around community-driven storytelling will consistently perform. As a result, MFF’s digital presence is unique to the people behind the mission, creating community interest and engagement, and encouraging people to get involved.
The MFF launch was a resounding success. Built around Jordan's own talents as a musician, the event ran like a music festival: local bands took the stage and played through the night, while we sold a suite of high-quality MFF merch, all in a relaxed, community-focused setting with Jordan and Niki featured throughout.
The showstopper was a performance by the South Pacific Island Dancers, New Jersey's largest and longest-running luau show and Polynesian dance school, who brought Jordan and other Eagles players on stage to drum, dance, and celebrate. It was the mission in a single moment: Polynesia meets Philly, a luau serving cheesesteaks, the exact fusion that makes MFF unique.
The crowd reflected that same mix: volunteers and staff, family and friends, Eagles fans, Eagles players, and prominent members of the community, all in one place. We seized this opportunity to create content, running interviews with Eagles players and other VIPs, capturing stories and reflections on opportunity. These stories will be released as a campaign in the fall.
The launch is just the beginning. Applications open in the fall, and we will be supporting them as they operationalize MFF on an international level in the coming months.
800 Mifflin St
Philadelphia, PA 19148
hello@avenuewest.design
