GiveWise

Challenge

A brand identity that would help a new challenger to compete in Hong Kong’s saturated charity space.

GiveWise is a donation recommendation platform created by Effective Altruism Hong Kong, rooted in the guiding philosophy of Effective Altruism. As a new charity in Hong Kong introducing a less familiar philosophy, GiveWise needed a distinctive brand and visual identity that would stand out among the city’s many well-established charities while conveying an innovative approach to philanthropy.

Solution

A guileless brand with a minimalistic and tech-inspired visual identity, rooted in the brand’s philosophy.

As a newcomer looking to compete with the philanthropic institutions of Hong Kong, GiveWise took inspiration from FinTech brands, adopting the persona of an industry disruptor. To distinguish itself from its peers and reflect its commitment to efficiency and empirical decision making,

Development

01. Research

The project began with analysing GiveWise’s peers to gain insights into their brand design. This examination aimed to identify any prevailing trends in charity branding.

The research scope was expanded to include financial institutions and consumer InvestTech brands, as their designs also aim to convey trust and stability, essential for gaining client confidence in managing their finances.

02. Brand persona

After presenting and discussing the research analysis with the client, they embraced the recommendation to position GiveWise as an industry disruptor, similar to an InvestTech company. This strategy establishes GiveWise as a new, more effective, non-traditional charity.

The GiveWise brand embraces minimalism and the “form follows function” principle in its guiding art direction, reflecting its commitment to efficiency. It also avoids emotional visuals (like hearts and hands) to underscore its dedication to evidence-based decision making.