Previously Unavailable 3 Supergenerous — Transforming the Impact of Human Generosity
Creative DirectorPhoebe Devine
Team MembersHannah Small, James Hurman, Phoebe Smith
ContributorsGuillaume Dehan, Alva Skog, Olivia Panzic, Franco Sabadini
The Opportunity / Challenge
In 2021, we were engaged by start-up Fund A Future to redevelop their brand ahead of their market launch.
The company provides a digital platform making it effortless to claim the 33% tax rebate on your past charitable donations, and re-donate it. An idea with major economic impact, the company counts Sir Bill English as its cornerstone investor.
The company’s founders and board sought a brand that would clarify its proposition and drive a strong emotional connection.
Our brand strategy process arrived a core brand idea of ‘transforming the impact of human generosity’. Using this platform, a charitable donor’s past generosity can be ‘re-upped’ at no cost to the donor, but with a significant impact to the charity and its cause.
This purpose was expressed in a new brand name – Supergenerous.
With $1B (one billion dollars) of unclaimed charitable donation tax rebates currently available in New Zealand, the charitable sector stands to gain a major windfall if Supergenerous is successful. With that windfall, charities could make a huge dent in the challenges New Zealand faces.
Supergenerous believe that human generosity is the solution to overcome humanity's greatest challenges — they’re passionate about creating a world where it’s effortless for charities and their causes to capture the full value of that generosity.
We explored the idea of transforming the impact of human generosity through the use of scale —
telling a story of giving, and the increased impact you can make, no matter how small or large your contribution.
Swedish illustrator Alva Skog was commissioned to draw figures that felt warm, welcoming and optimistic — Alva has a particular interest and skill in drawing generous, big-hearted characters. The illustrations almost feel like they could emerge through the screen to give you a big hug.
Colour became an important element in the creation of Supergenerous — the task was to evoke a strong sense of hope and optimism in the brand, while also being able to flex into a formal and legitimate tone. Donations will vary from anywhere between $10 to $1m — the goal was for the brand to be able to appeal to all donors.
Dark green as a base colour brings this assurance and formality to the brand. The purple and yellow accents are energetic and vibrant. Our colour choices bring a sense of humanity into the digital experience.
What surprised us as we created Supergenerous was how our accent colours in our primary palette were able to complement the additional colours we specified in the illustration. We collaborated with Alva on the relationship between different colour pairings. Instead of competing against each other, the palette feels fresh and ownable in the category.