Branding and website redesign
Verigive is a donation platform that enables you to commit to causes you care about the most and manage your impact. We are on a mission to give people like you the tools to unleash your caring capacity in meaningful, long-term ways. The founder approached me to redesign Verigive’s logo and website.
What makes Verigive special is that it’s focused on Individuals giving interests, allowing a committed form of recurring giving, and provides a feedback channel back to them on how their contributions helped. Verigive’s main personality is Trustworthy. Other supporting traits are Friendly, Dynamic, Simple and Guide.
The first challenge was developing the personality trait of the brand that would guide the visual look of the new logo and website. By conducting a creative questionnaire with my client, I learned that the main focus of Verigive is serving donor’s giving goals and showing them the impact of their donations.
There’s three different types of users I had to consider while working on the website: individual, organization and team. The individual portal is for people looking to find donation opportunities that match their interests. The organization portal is where non-profits can create donation opportunities on the Verigive platform. Lastly, the team portal is where companies can create donation campaigns within a company to encourage employee and employer giving.
Before starting to design anything, it was important to research why people donate and also why they don’t donate. I learned when it comes to charitable giving, we are often ruled by our hearts and not our heads. Also, seeing others give makes an individual more likely to give. A big reason people don’t donate is because they feel like they can’t afford it.
The new user interface of the site considers which portal you’re in by color. The individual portal is blue, the organization portal is purple and the team portal is green. This also impacted the new identity because it would need to work with multiple color combinations.
The new Verigive logo was inspired by my early research on donating. Specifically that we are often ruled by our hearts and not our heads. It visually shows a person’s giving capacity and the impact that it can have.
Overall this project was a lot of fun and something I am proud to be a part of. My client was extremely happy with both the new logo and website. The primary marketing objectives were to onboard 1000 donors in 6 months, and 2000 in the next six, each giving an average of $10 per month to causes they care about. Also, to attract twenty or more non-profit organizations to the Verigive platform. I’m hopeful that each goal will be achieved.