Over JustGiving’s ten-year history it has grown from an online fundraising page into a platform for other kinds of giving, according to Albion head of design Mike Reid.
The consultancy was appointed last year to look at strategic work before the brief was expanded to include a full rebrand.
Reid says Albion started from ‘a non-conventional and digitally native angle’ and first created a suite of JustGiving donation buttons ‘that would be used globally, become iconic and become simple to recognize at key opportunities for giving’.
The buttons, led by a G icon, will sit on web sites, blogs, mobiles, Facebook or emails asking for donations.
Reid says the identity system and logo then developed from this.
On other communications the G becomes ‘a window into the world of giving to build narrative’ around different fundraising stories illustrated with photography, Reid says.
A set of illustrated Gs can be used for merchandising and corporate purposes. They represent collaboration, positivity, compassion and progress – ‘JustGiving’s broader strategic themes,’ says Reid.
‘A bold and lively tone of voice’ has been set, says Reid who has designed the identity system with ‘future growth’ across new business and new audiences in mind.