Client: Charitable (self-directed)
Scope: Brand Identity + Website
Charitable is a WordPress fundraising plugin that was born out of discussions we had with non-profits. They were frustrated with traditional fundraising software:
“Our fundraising software’s transaction fees cost us up to 10% of every donation.”
“There is no way for us to retain control over the fundraising experience.”
“We’re competing with other organizations for attention.”
Our vision for Charitable is to help non-profits avoid transaction fees, accept donations directly on their website, and create a fundraising experience they control.
Once the development of Charitable was well underway, we set out to create a brand identity that would bring the product to life and set us apart.
Behind the Scenes
To speed up the process of creating a website for Charitable, we used The Theme Foundry’s WordPress theme, Make Plus. It’s a powerful page builder theme, which we found very simple to use and easy to customise.
Make Plus integrates seamlessly with Easy Digital Downloads, which made it very easy to create an eCommerce store to sell Charitable’s extensions.
We knew from the start that branding our own product would be difficult — there’s a reason why designers hire other designers to create a brand identity for themselves!
Anyhow, we started on the logo and, after many rounds of iteration, we eventually scrapped our initial idea and started again. We wanted a logo that represented the voice and reach that Charitable brings to an organisation’s fundraising. We settled on the simple icon of a megaphone, which we paired with a friendly script font to give the logo a unique, approachable feel.
We chose orange as our primary colour because of it’s warmth and optimism, and we developed a complimentary colour palette to establish Charitable as a reliable, trustworthy platform.
We created icons to help simplify our messages, and also an illustration to bring the core concepts of Charitable to life.
Charitable needed a home — a place to show off its features, write blog posts, and sell extensions. We didn’t want to spend valuable development time building a website from scratch, so we opted to use a WordPress theme, which made the process quicker and easier.
We spent a lot of time writing, and rewriting our website copy. It needed to be clear and simple, and motivate the reader to action.
The process of creating our brand identity and website is ongoing, but we’re very happy with the result so far.