Generaize Brand Identity and Redesign

Generaize aims to make philanthropy accessible to everyone, whether donors wish to contribute $1 or $1000. The platform connects donors with impactful projects, providing a transparent and open pathway between donor and charitable initiatives. Our redesign project for Generaize began with a complete overhaul of the brand identity to create a strong, recognizable presence in the philanthropic sector. By developing a cohesive visual identity and user experience, we ensured that Generaize effectively communicates its mission to potential donors. The goal was to inspire action and trust, turning good intentions into tangible impact.

Opportunity: Generaize required a logo that would embody the new brand vision and provide a powerful, inclusive symbol to help people leave their mark in the philanthropic world.

Decision: We created a distinctive wordmark that captures the promise of clarity and simplicity, emphasizing that philanthropy is for everyone, not just the financially elite. The logo serves as a powerful symbol of the future of philanthropy. We designed one primary size variant to reinforce Generaize’s presence, particularly in contexts where the audience may have limited awareness of the brand. This logo is both bold and inclusive, ensuring immediate recognition and building brand equity.

Thoughts: Generaize needed a colour system that would convey its confidence, vibrancy, and creativity while allowing for flexibility in design. The goal was to develop a master brand palette that could evoke various emotions and serve as a strong foundation for graphics and typography. Additionally, a secondary palette was required to differentiate categories within the philanthropic sector and enhance the visual storytelling.

Results: We developed a tight colour system with a master palette of bright, bold colours to effectively convey emotions and serve as a base for design elements. This palette enhances the overall visual appeal and ensures a consistent and vibrant brand presence. The secondary palette includes bright, pale colours used sparingly to highlight different categories, adding nuance and clarity to the designs. These colours serve as a subtle backdrop for icons, maintaining a cohesive yet dynamic visual identity for Generaize.

Opportunity: Generaize needed a versatile and balanced typeface that would convey the brand’s message with clarity and professionalism, enhancing readability and maintaining a cohesive look across all brand communications.

Decision: We selected PP Miro and Dover Serif as the primary fonts for all brand-led messaging. PP Miro is used predominantly (80%) to provide a clean, modern, and easily readable text, ensuring that key information is clear and accessible. Dover Serif is used to add a touch of sophistication and emphasis, creating a dynamic balance between the two fonts. This combination enhances the overall visual appeal and reinforces the brand's commitment to clarity and simplicity in all its communications.

Challenges: Generaize needed a flexible design system that could create a cohesive and visually appealing brand identity across various applications, while leveraging the brand’s logo, gradients, and color palette.

Decision: We developed a flexible design system built from the Icon logo, utilising the brand’s gradients and colour palette. This system allows for consistent yet dynamic use of patterns across different mediums. The patterns derived from the logo add visual interest and reinforce brand recognition, while the gradients and colour palette maintain a cohesive and vibrant aesthetic. This approach ensures that all brand materials are instantly recognisable and aligned with Generaize's vision of clarity and accessibility.

Brand in Use: The implementation of Generaize’s new brand identity has resulted in a cohesive and visually appealing presence across all touchpoints. The distinctive logo, balanced typography, and flexible design system have created a strong and recognizable brand. The vibrant color palette and thoughtfully designed patterns enhance the overall user experience, making philanthropy accessible and engaging for everyone.

Conclusion: Our comprehensive branding work for Generaize has successfully transformed its visual identity, positioning it as a welcoming and impactful platform in the philanthropic space. By developing a cohesive logo, versatile typography, and flexible design patterns, we have ensured that Generaize communicates clarity, simplicity, and empowerment. This new brand identity not only enhances recognition and trust but also inspires action, making it easier for donors to connect with and support meaningful projects. Generaize is now well-equipped to lead the way in accessible philanthropy.

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Wonderful team to work with, they are incredibly skilled, dedicated and work exactly to deadlines. All communication was very clear and the aims were laid out and they went above and beyond. Was a real pleasure working with the guys and I look forward to working with them again in the future!

Andy Croft

Moken are a brilliant agency to work with. They took the time to understand our requirements and worked very quickly to ensure we could deliver this project on time. The whole execution was great from the designs to supplying the HTML & CSS. The Travis Perkins team were really impressed once it was live.

Mollie McGrath
Digital Content Executive
Travis Perkins

Moken were great to work with. The team understood the requirements and took true ownership of the project adding invaluable advice. I would recommend Moken as their services and delivery was second to none.

Amit Patel

We approached Moken to help create a fresh and engaging user experience for our fishing app. As a result, our original dark interface has been adapted into a light and delightful user interface which has been rolled out across the app. Our continued collaboration has seen an overall increase in user engagement for new users and our existing angler activation rates.

Chris Atkinson

It’s a pleasure for me to endorse Moken. They delivered above and beyond our expectations. Providing a thoroughly professional and consultative level of service throughout the project as well as round the clock communications and proactive ideation for me and my team. They produced a top-notch platform on time and more importantly within budget, Well done guys!

John Murphy

Very professional, timely and high-quality work, helping us execute on sophisticated Optimizely experiments.

Ralph Chochlac
VP of Product

The team were straight to the point and understood our needs right away. The final product exceeded our expectation and we will be definitely using Barry and team in the future.

Jake Bartlett