Case Study/ TimeToGive
How do you connect a new micro-volunteering community app with the perfect philanthropic tech partner?
TimeToGive (TTG), an app that connects people with even the smallest amount of free time to small volunteering tasks that make a big difference in their local community, is the brainchild of James Allchin. Free to use, entirely open source, the app is itself run by volunteers.
The creators are now looking to hand over the platform to a charity or not-for-profit to manage, but in order to do this and attract a custodian of calibre, needed to get their brand house in order.
So, while thousands ran for charity in the 2023 London Marathon, we gave some of our time to TTG, undertaking a quick pro bono (brand) ‘sprint’ for this collaboration championing initiative.
Our creative formula: ‘Joining the Dots’ (OR the ‘Four Cs’)
Clock – time and more precisely a clock became the face of the brand, with its outline of dots used to represent increments of time, small acts and a cycle of connectivity.
Connectivity – the dotted outline idea was then extended to ‘joining the dots’ between the clock logo and the brand name. This was achieved by using the dot that appears in the clock outline to, quite literally, dot the ‘i’s’ in TimeToGive.
Colour – colour coding was introduced to distinguish between each category of volunteering task, with the option of bringing all of the colours together to form a full-colour logo.
Community – we used colourful illustrations of a diverse range of people undertaking a variety of tasks to reflect TTG’s informal and active personality. Individual characters could be focussed on and used to anchor pages and sections across formats, while employing the bigger picture or panaorma revealed an ever-expanding community at work.
Additional magic: Delivery of a consultancy plus brand pack including a mini-brand guide, Pantone colour references, fonts, logos and symbols, illustrations, and icons.
“I am blown away. This is literally amazing, I love all of it! I can’t thank you enough for this, it’s so kind of you and the NEO team to put your time into this and help the TimeToGive project with branding. Means a lot to me and other supporters of the project.”
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