Each element of the brand celebrates the wide spectrum of causes, giving styles, and donors.
The experience we offer is tightly woven with how we sound, act, and feel along each step of the donor's journey. A familiar and friendly voice helps build stronger relationships and a greater sense of trust. Our voice is "us," our personality.
We're friendly and conversational without being silly or too casual. We celebrate donors and are optimistic about the brighter future they're building.
We're confident in our ability to help donors create change, but we don't have an ego about it. We advocate for donors and the impact they make.
Our relationship with donors is built on trust. We're upfront and transparent at each step of their journey. Donors can rely on us to be there for them.
We're helpful partners, encouraging donors and supporting them without getting in their way.
Our 16 colours share the warmth of our voice, and the breadth of colour references the personal nature of giving. The large palette allows the brand to remain dynamic and malleable without being subject to strict rules and limitations.
With a liquid branding approach, elements of the brand share a common backbone while remaining responsive to different contexts and ever-changing needs. The brand continues to feel fresh yet familiar. It can easily scale to fit future applications without the need for a complete redesign.
Where possible, brand elements demonstrate or imply continuous forward motion. This emphasis on movement echoes the desire for progression towards a better world and the need to take action.
Illustration helps us explain abstract concepts and demonstrate the different motivations of donors creating change in the world. The donor often remains front and centre so that the audience can more easily see themselves in each scene. Petra Sitaru, a renowned illustrator and designer, was selected to create Charitable Impact's illustration language.
This is expressed through a range of people and environments. At Charitable Impact, we're for everyone. Our approach to illustration aims to reflect this position, embracing diversity and inclusivity.
