Judge's comments:

An original illustration style that really cut through & stood out to the judges. We loved the way it could be combined with photography. The illustration captures the warmth of the organisation in such a lovely way. On a side note, we loved the typography, but we weren’t judging that!

Description:

The Opportunity / Challenge

In 2021, we were engaged by fintec 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’d clarify its proposition and drive a strong emotional connection.

Our brand strategy process arrived a core idea of ‘transforming the impact of human generosity’. Using the product, a charitable donor’s past generosity can be ‘re-upped’ at no cost to the donor, but with a significant impact to the charity.

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.

Approach

Supergenerous believe human generosity is the solution to humanity's greatest challenges — they’re passionate about creating a world where it’s effortless for charities 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.

The goal was for the illustration to feel ‘larger than life’ — by contrasting humans with landscapes and buildings, the illustration integrates with photography to show the scale of human impact. Caring for the environment, education and healthcare are 3 examples of charity categories and themes that represent Supergenerous, which have been used as a basis for the illustration.

The ‘Super Shapes’ are blob-like, malleable and expandable shapes, which transform from one form to another. These shapes help to communicate how simple and impactful the process of claiming back your charitable tax rebates can be.

Illustrative elements have been useful in communicating an intangible concept — making the act of generosity feel real and meaningful.