JustGiving

JustGiving is the world’s fastest growing social platform for giving. It’s mission is to connect all of the world’s causes with people who care, from hyper-local community projects to major international charities.

The old brand was synonymous with only raising money and lacked any real personality. It was seen as a transactional service and the brand was perceived as being purely functional with little emotional connection or reason to return.

A strategy was developed and new positioning statement defined - to be a brand that allows everyone in the world who can give to give. A bold ‘symbol for giving’ was created in the ‘G’ of JustGiving that works not only as part of the trusted name in JustGiving, but that also works on its own to be synonymous with not only JustGiving but the idea of giving globally.

The new brand was launched and rolled out as part of a site wide redesign. This included a strategy to move the platform to a responsive framework, having identified a growing increase in mobile and tablet users, and implementation of a global style guide, to ensure brand consistency across all consumer touch points.