THURSDAY 26 SEP 2013 11:53 AM


This week at the Employee Benefits Show, held in London’s Olympia, Design culture launched the new identity for the British fundraising organisation, Workplace Giving UK.

The new scheme, named ‘The Big Charity Whip Round’, is based around the benefits of ‘micro donations’, and encourages employees to give the odd pennies on their pay cheque each month to charity.

Quite simply, their pay is rounded down to the nearest pound, meaning no employee will ever donate more than 99p per pay day, but together employees can turn pennies into pounds and make a world of difference.

All the money donated will go to the charities directly. Employees can collectively nominate a charity at the start of a scheme or donate to the employer’s nominated charity and the charity will be able to claim gift aid on the donations, making every £1 worth 25% more.

Work began on the identity earlier this summer, with the aim of creating an identity that would stand apart from Workplace Giving UK’s core scheme, clearly positioning it as something very different.

Director, Kristen Streten, says: “We wanted the identity to convey the brilliant simplicity of the new scheme. Even though we’re talking about giving tiny amounts individually, if we all give together in this way, we can make a real and lasting difference to charities. It’s what makes signing up to The Big Charity Whip Round pretty hard to say ‘No’ to.”

The palette is candy coloured, and the overall feel to the identity is fun, friendly and engaging. Supporting brand elements include a series of retro feel message stamps and a bespoke typeface, drawing from the logo, has been developed for use.

Design Culture has worked with Workplace Giving UK for over seven years on a number of high profile projects, including designing the highly successful Geared for Giving campaign.

The Big Charity Whip Round brand has been rolled out for launch across all collateral for the Employee Benefits show as well as posters, leaflets and donor forms for ongoing promotion and the responsively designed website, which also launched this week.


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