JUSTGIVING
JustGiving needed to shift perceptions from a 'PayPal' for charity to a 'Social Giving' fundraising platform for people to support the causes they love.
Their Story
In 2000 Zarine Kharas and Anne-Marie Huby founded JustGiving. JustGiving is a global platform; online tools and services enable the collection of charitable donations which service over 13 million fundraisers and 26,000 charities. A decade post-launch, a brand review encouraged them to leverage the support of 13 million fundraisers by transforming a business model from a B2C ‘Paypal’ for charities to a ‘Social Giving’ platform.
Discover & Define
For two years, I helped JustGiving develop and embed their B2C re-brand. I worked with external and internal multidisciplinary teams to develop propositions that targeted new audiences. We shifted JustGiving from talking about technology to showcasing the stories of fundraisers. To support this, we moved away from inauthentic stock imagery and invested in a team of talented reportage photographers.
Develop & Deliver
Alongside the brand refresh, the design team continued to create digital services for fundraisers and global charities. I designed JustGiving charity landing pages around our new proposition, worked with the Head of customer services and Zendesk consultants on developing a new charity FAQ section and helped to digitise JG’s paper-based global charity onboarding flow.
New strategy for storytelling — Event reportage photography ‘Show you care’
Annual report incorporating new storytelling style
Redesign of Just Giving’s ‘Help and support’ pages
Redesign of Just Giving’s ‘Help and support’ pages
Campaign identity and creative for Just Giving Awards
The fun of fundraising — Creative direction for Just Giving for key pages in onboarding flow
New strategy for storytelling — Event reportage photography ‘Show you care’
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