We wanted to give you glimpse of the many ways Justgiving is changing in the coming months, and we’re starting to use our new logo in our upcoming reports on the credit crunch, data integration, and the 2009 Flora London Marathon. If you’ve yet to see it, here it is:
As some of you know, we’ve been hard at work for the last 18 months creating an entirely new technology platform for Justgiving that will enable us to innovate and create new tools for charities and their supporters much faster and more frequently than we’ve ever been able to do.
As we talked to our users, we realised how tired our old look had become. ‘Safe’ and ‘trustworthy’ was how some of you described it. ‘Charmingly retro’ was also mentioned (enough said). Though we are sceptical of branding changes for the sake of cosmetics, we felt it was time for our site to reflect who we really are.
Our individual users told us that what they valued was not just a safe, secure way of collecting money, but also, and most importantly, a community – 7.4 million and counting – where they find like-minded people and therefore raise more money. Our charities also told us they wanted their brand and identity to shine on Justgiving – not the other way around. And we at Justgiving wanted a look that reflected the ethical nature of our business, and our exclusive focus on charity fundraising.
So we listened to all that and chose a new look, with the help of Michael Wallis (one of the team behind the hugely successful ‘We are Macmillan Cancer Support’ re-brand). We think it’s bold, simple and true. Because it is, essentially, a new fundraising ‘thermometer’, it celebrates our users’ and charities’ stories and achievements rather than our own.
Here’s a preview of what it will look like…
We like that it actually does a job and is therefore not just a pretty thing (though we do think it looks great). And it is designed to change to take on the colours chosen by our users and charities. In short, we thought it was time for Justgiving to fade a little bit into the background, and leave the limelight to you.
Our new look will go live in early June, along with a brand new site. Watch this space…
Anne-Marie Huby, Managing Director, Justgiving.