Uncovering brand truths

Do Something Great Today had a clear vision and compelling story to tell. They just needed help finding the words, and crafting a brand that would resonate with tech-savvy Millennials and rising generations. To start, we dug into their business: What did they stand for? How did they stand out? What did they want people to know and think about them?

Crafting key messages

Distilling interviews, competitor analysis, research studies and observational gems, we honed in on three brand truths:

• Belief in a more generous world: People want to give more often, but aren’t always asked or able to find opportunities that match their interests.
• Open philanthropy: Giving can (and should) be easier, fun and more accessible.
• Donors first: Most giving platforms are built for fundraisers, not donors. Do Something Great Today focuses on the donor experience to keep people inspired and motivated.

A strategic North Star

Defining their brand story, mission, values, personality, voice, tone and more, we packaged everything  up into brand guidelines to ensure clear, consistent communications.

Bringing the new brand online

With their first app in its early stages, Do Something Great Today wanted a simple one-page site to help build trust and credibility. The website copy focuses on the big idea rather than specific causes or features that may or may not go into production. With a tone that’s more tech startup than community foundation, the copy helps to communicate Do Something Great Today’s brand ethos.