She Gives

CLIENT
Noble Ambition

CHALLENGE
Our client Noble Ambition came to us in early 2024 with a brief to create branding for a new project called She Gives.

She Gives is a storytelling project and community engagement campaign that seeks to celebrate women-led philanthropy by sharing stories of success and impact, reach new audiences interested in giving and inspire them to act. Further aims of the project were to connect with networks of existing donors and encourage them to start or strengthen their giving and accelerate positive change in the community through increased charitable giving.

The primary audience we were asked to target were women who currently donate and women who do not currently give but who may like to and have the capacity to.

SOLUTION
From our selection of concepts (all very-well received), the difficult decision was made to proceed with the option we named “She Leads” – a simple yet effective design that employs the subtle twist of using the dot above the letter “I” in “Gives” as a full stop that turns She Gives into a definitive statement.

We used the classic typeface Bodoni Poster, a font sometimes used in editorial pieces over the years – usually aimed at women – that communicates confidence, abundance and certainty, all qualities that align well with the proposed brand.

Although there is no symbol or icon in this identity, the small yet significant repositioning of the dot not only adds to the aesthetic quality of the design but also talks to ideas of progress, leadership and momentum.

The branding has been successfully rolled out to a website, print collateral and materials for the launch held in late July 2024 at the office project’s major supporting partner, Perpetual Limited.