Charity Vouchers

SMALL GIFT, BIG IMPACT

Identity
Brand World
Guidelines

We revamped the look and feel of this unique not-for-profit business for the first time in its 20 year history, capturing the exponential impact of giving in a design system built to feel warm, charming and trustworthy. When the world is overflowing with ‘stuff’, sometimes the smallest gift can have the biggest impact.

Business Challenge:

Founded in 2002, Charity Vouchers is a not-for-profit (NFP) service that lets people buy and gift donations to any UK Registered Charity – the only UK NFP to do this. The original branding was designed to communicate goodness and trustworthiness, however two decades later it was missing the ‘feel-good factor’ or a point of difference vs. competition.

In a post-pandemic era where giving has become even more important and consumers have hit peak ‘stuff’, Charity Vouchers needed a refreshed visual identity to attract new audiences - including corporations - to this unique way of gifting.

Creative Solution:

Charity Vouchers is committed to giving 100% of the redeemed voucher value to charity with no hidden fees, unlike many competitors. We used this insight to frame the key opportunity for the brand - to create a look and feel that celebrates the exponential impact of giving.

Analysis of the category revealed that the value of giving has been redefined. Experiences now trump material possessions, creating a unique opportunity to celebrate the emotional, altruistic and sustainable values that underpin the Charity Vouchers brand.

Our new design reinvents the dove icon as a bright and joyful origami bird, blending together the dove of the previous identity with the idea of a voucher, and creating a distinctive visual asset that embodies thoughtfulness, cultural appreciation, creativity and sustainability.

This bird became the start point for the new brand world, creating a system that was flexible and dynamic while being consistent enough to drive recognition across multiple touchpoints or from print to digital, merchandise and corporate materials.

For the vouchers themselves it was important that consumers could still choose from a wide range of occasions. So we brought each one to life in a ‘house style’ born from the brand identity, across posted voucher cards, print-at-home paper vouchers and e-vouchers.

The new look and feel brings modernity and emotion to the brand and delivers on the updated brand positioning - ‘small gift, big impact’.