Sander Kuypers
Giving Gap — Evolving and growing a nonprofit brand towards bolder expression.
Giving Gap — Evolving and growing a nonprofit brand towards bolder expression.
Giving Gap — Evolving and growing a nonprofit brand towards bolder expression.
Supporting Black-founded nonprofits is an integral piece to advancing racial equity.
Supporting Black-founded nonprofits is an integral piece to advancing racial equity.
Supporting Black-founded nonprofits is an integral piece to advancing racial equity.
Information
Challenge
Americans give $450 billion to charity each year, but only a tiny fraction of that goes to Black organizations. Following the murder of George Floyd and the protests around the globe calling for organizations to lead boldly and reform systems which perpetuate racial and economic inequities
Christina, Stephanie, and David set the direction for Give Blck, now known as Giving Gap, to raise visibility, expand reach, and broaden direct services of local organizations working on the frontlines of social change within Black communities.
Due transition of name change giving gape was looking for a new brand experssion that evolved from earlier versions.
*Work displayed here has been part of a conceptualisation phase
Solution
Aiming for bolder and bigger. The nonprofit space is big and it's challging to stand out.
The previous brand felt somewhat anonymous withouth any photography and having a pure database list of nonprofit organisations.
To stay true to the brand we selected Halyard Display as our brand font created by a black founded typ foundry
The new combination vibrant red, bold and meaningful typography supported black and white photography made the brand bold and stand out in the crouwd.
Personal take - Disclaimer
As a person of no colour and coming from a middle income family. I have been questioning myself with the team at work&co and client if I would be the right person to take on this project.
With the support of the team, client and a panel inside work&co I created this work.
Team
Work&Co
Reese Fuller
Jessica Svendsen
Emily Hopp
Casey Sheehan
Sander Kuypers
Photography
Josh Kahen
Engin Akyurt
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