Designing a digital hub for a new not-for-profit initiative
Overview
The Good Give is a new not-for-profit initiative designed to promote a financial opportunity that involves making significant donations to charity, channelling much needed funds into charitable good causes.
Founded by Tony Lesser, a former financial planner for a Top 50 accountancy practice in London, and supported by John Underwood, former journalist and now comms consultant with Freshwater, The Good Give needed a website that would educate people on this hidden opportunity to use inheritance tax for good.
Solution
A new brochure-style website was designed and developed, focusing on making complex financial explanations accessible through modern, simple design.
A style guide was also developed to bring a slick, fresh identity to the initiative with typography, a bespoke colour palette and imagery curation and styling.
A fluid, adaptable approach to the intended audiences
As a start-up initiative, the first stage for The Good Give is awareness-raising and education for the financial advisors who could utilise it for their clients.
Therefore the site design, styling and top level messaging was developed to talk specifically to this niche audience of financial experts - but designed to be shifted towards a wider, public audience in the future.
New focus on encouraging pledges & capturing data
One element of the website involves pushing potential audiences to submit a digital pledge; a promise to leave 10% of their taxable estate to registered charities.
Calls to action were developed and strategically placed throughout the site to push visitors towards the form.
Developing a strong visual identity
A slick, fresh identity was developed for the initiative utilising the ITC Avant Garde Gothic Pro font for a modern and professional feel, paired with a bold colour palette of yellow and black, plus imagery curation and styling.
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