Freedmen Development
Brand Identity Design
2023
Empowering allies at every level—creating donor tier subrands that that deepen allyship
The Brigid Alliance is a nonprofit organization that provides individualized, all-inclusive support for people forced to travel long distances for abortion care.
The Brigid Alliance aimed to create unique identities for each giving level to foster a sense of allyship, encourage donor engagement, build loyalty, and enhance transparency."
Creative Approach
We wanted each donor tier to feel connected to The Brigid Alliance’s main brand while giving each level its own identity. Building on their existing brand, we created a unique sub-brand for each tier, using colors from the secondary palette to make each level visually distinct.
Donation Web Experience
We designed the donation site to reflect The Brigid Alliance’s main brand while giving each donor level a unique identity. Building on their core branding, we developed distinct visual elements for each tier, using colors from their secondary palette to create clear and appealing distinctions, helping donors feel more connected and engaged at every level.
Applying the branding to social media
By utilizing the new donor tier identities and color palette, we maintained a cohesive look across all content, from educational posts to donor recognition. This approach helped strengthen the Alliance’s message, encourage donor participation, and create a visually compelling presence that resonated with followers and potential supporters alike.
Applying the branding across deliverables
To bring The Brigid Alliance’s brand to life across various touchpoints, we applied the refreshed identity consistently across all deliverables, from digital to physical. Emails, invitations, and stationery carried the core brand’s warmth and clarity, reinforcing connection and mission at every interaction. For merchandise and event materials, we utilized the secondary color palette and tier-specific elements, creating a sense of belonging and identity among supporters. Each piece—from thoughtfully branded emails to donor recognition gifts—was designed to reflect the Alliance’s commitment to allyship, making every touchpoint feel cohesive and meaningful.
Expanding the brand guidelines
To ensure cohesive and impactful brand application, we expanded The Brigid Alliance’s brand guidelines to include a robust system for donor tier identities. This included detailed guidelines on color usage, typography, iconography, and tone of voice specific to each tier, all while staying true to the master brand. The expanded guidelines also provided direction on using brand elements across digital and physical channels, including email, event invitations, merchandise, and more. With these updates, The Brigid Alliance’s brand now has the flexibility and clarity to maintain consistency across all touchpoints while allowing each donor level to stand out.
Services & Expertise
Logo Design
Brand Design
Website Design
Brand Guidelines
Lead Brand Designer
Project Role
FWD People
Agency
Adobe Illustrator
Adobe XD
Adobe Photoshop