How do we create a trustworthy brand for a new product?

When they first came to us for their branding, the company was in its early stages and under the name U-Pledge. From the start, we advised that they look into naming since the idea of pledging didn't connect to the product they were developing. However, we pushed forward and dug into the positioning work, developing the strategy and brand pillars that felt authentic to who they were and what they stood for.

The idea of the coin going into a donation bucket was a concept that stood out from the beginning. It was such a clear and powerful visual that we knew could be endlessly campaignable. After getting the sign-off on the identity, they hit us with a name change; B Generous. We were thrilled. This new name had all the components we wanted; it's campaignable, memorable, and a clear call to action. Because the identity was built off such strong positioning work, we could carry on the same idea of the coin, making it even better by adding the smile and embedding it in the logotype.

As a new company, creating a brand that felt trustworthy and gave you that overall good feeling was essential. The smile coin, weaved into photography and illustrations, is used in countless ways for visuals and evokes happiness and optimism. Playful graphics communicate all the fantastic things donors' money can do and help nonprofits open doors to more opportunities.