GoFundMe

Trust and optimism are central to a platform where people go to solve huge real-life problems.

A redrawn logotype and a fresh set of visual identity guidelines for the world's best-known fund raising platform. Partnering with their CMO and internal team, I identified a way to make GoFundMe feel much more trustworthy, whilst losing none of the familiarity already earned on one of the world’s busiest websites and apps.

Correcting the distortion of the original underscores notions of reliability and trust; shifting the emphasis away from 'me' to a central position creates an easy symmetry and subtly shifts the meaning. A significant part of this project was taking internal stakeholders through the narrative. Subtle work with a big, measurable impact.