Good shift

Client: GoodShift

Year: 2024

Services: Brand Identity Redesign, Campaign Design

A fundraising campaign that finally looked as bold as its mission.

The Situation

GoodShift was a fundraising campaign with real purpose — the kind that should attract donors quickly and convert attention into action. But the visual identity was working against it. It lacked energy, credibility, and the kind of design that makes donors stop scrolling and actually engage.

In charitable giving, trust is built in seconds. If the brand doesn’t look intentional, people assume the organisation isn’t either.

What We Did

Stripped Back and Rebuilt

• Removed what wasn’t working and rebuilt the visual identity around a core that felt both urgent and trustworthy — two things that rarely coexist in charity design but are both essential
• Chose vibrant orange as the brand’s anchor colour — communicating momentum, energy, and action without sacrificing professionalism
• Paired it with clean black-and-white contrasts and rounded, warm typography to balance urgency with human accessibility

Built a Scalable Design System

• Created a full visual system designed to work at scale across all the touchpoints a fundraising campaign requires: pitch decks, social tiles, digital ads, event materials, and out-of-home formats
• Every element was built to be applied consistently without needing a designer in the room every time

The Outcome

The redesigned identity gave GoodShift the visual authority it needed to be taken seriously. Donor engagement improved. Internal teams felt more confident presenting the campaign. And for the first time, the brand communicated the urgency of the mission rather than undermining it.

The result was a brand that felt like it deserved to win — and gave donors a reason to believe it would.

Why It Matters for You

For fundraising campaigns and charitable organisations, design is not decoration — it’s credibility. Donors give to causes they trust, and trust is built visually before it’s built verbally. GoodShift shows what happens when a mission finally gets the brand it deserves.