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Brand Strategy & Development | Marketing | Copywriting | Public Relations
Non-Profit Brand Development
Connecting Communities Through Giving
We partnered with a client to bring a bold idea to life: an app that lets donors shop directly from the wishlists of local families in need. From market research to messaging strategy, we helped shape a platform that makes giving personal, transparent, and immediate
A New Way to Give
Our client envisioned a platform that would make giving as seamless and personal as online shopping. The goal was to develop an app that connects donors with local families in need by allowing those families to create wishlists of essential items. Donors could then fulfill those needs instantly through the app, creating a direct and meaningful way to give back.
Research-Driven Approach
To bring this idea to life, we began with in-depth market research, evaluating existing charitable platforms to identify opportunities for differentiation. We also analyzed national and local data on poverty rates and unmet household needs to validate the demand for such a solution.
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This phase included the following items:
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Market Research
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Competitor Analysis
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SWOT
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Target Personas
Messaging That Moves People
Finally, we developed a messaging strategy designed to set the app apart, foster trust, and inspire generosity. Our approach centered on transparency, empathy, and the power of one-to-one connection, helping position the platform as a modern, community-first approach to charitable giving.
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This phase included the following items:
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Brand Story
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Voice & Tone
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Messaging Pillars
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Positioning Statement
Naming with Intention
Our goal was to develop a name that would capture the heart of the platform: human connection, dignity, and the immediacy of need. It needed to be simple, emotionally resonant, and intuitive enough to convey how the app works—without sounding transactional.
Exploring the Landscape
We began by auditing existing charity and donation platforms, identifying trends and opportunities in a space often dominated by abstract or corporate names. Our goal was to create something warmer and more community-driven. Alongside creative exploration, we conducted preliminary trademark research and checked for domain availability to ensure the name was not only emotionally resonant but also legally and digitally viable.
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This phase included the following items:
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Competitor Analysis
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Trademark Research
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Domain Name Research
From Concept to Connection
We brainstormed across several thematic territories—words around care, generosity, connection, and action. The strongest names evoked the feeling of helping a neighbor, shopping with purpose, or fulfilling a need in real-time. We evaluated options for clarity, memorability, URL/domain availability, and alignment with long-term brand vision.
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Each name option was paired with a tagline idea as well as a rational summary that provided insight into why this name was chosen, why it conencts with the mission and vision of the brand, and why it would resonate with the audience.
The Final Name
The selected name is a reflection of the platform’s mission: to make giving feel personal, local, and impactful. It speaks directly to both donors and recipients—bridging the gap between generosity and need, and helping build a stronger sense of community.