About

GiveDirectly is a nonprofit organization focused on transferring cash directly to people in poverty, primarily in developing countries. Founded in 2009, its mission is to provide unconditional cash grants to individuals, empowering them to make choices based on their specific needs. In an effort to revitalize the brand and the important message, I conducted an entire rebrand which included new content for socials and an in-depth content strategy plan for email marketing.

Process

A main objective was to give more life and meaning to the brand within this new identity. By utilizing lighter greens to an advantage and transforming the previous type-only mark, more focus was put on the lividity and importance of GiveDirectlys mission. That new identity is what laid the foundations for creating a multi-part email content strategy that would aim to bring in new participants and keep current subscribers engaged.