Client
Jgive
Industry
Non Profit
Skills
brand_strategy | visual_identity | copywriting
Once more, with feeling
When we think about donations and giving, most of us probably imagine the emotional or philanthropic side of things—but behind the scenes, it’s a complex operation that requires extensive logistical management. And as technology continues to advance, it too must be thoughtfully integrated and managed within that system. Tech has the power to expand the circles of giving—both geographically, from local to global, and in terms of how different people are able to give in different ways. For JGive, a giving platform that builds infrastructure enabling people from around the world to donate to Israel, technology was always a central part of the value proposition. Still, when you examine the organization from a brand perspective, it becomes clear that giving is inherently emotional—just like branding. A brand, too, holds emotional weight: it begins with a story and continues through the feelings it evokes in all its audiences. Our role in partnering with JGive was to help the organization rediscover the story that will lead it forward—and connect it more deeply to its mission and communities.
How give better
Our shared journey began with a new brand strategy, built on in-depth interviews and a fresh look at JGive’s value proposition. The infrastructure is the how, and that’s important—but what gives the organization deeper meaning and real momentum is the why. For JGive, that why is reflected in its new role: “Leading the donation world in Israel to its next phase,” and in its positioning: “The leading platform for effective giving.” JGive’s new organizing idea is: Strategic Impact in the World of Giving—because in practice, the organization is shaping the way Israelis give. Israeli society shines brightest in moments of spontaneous generosity, and mutual responsibility is part of its DNA. JGive’s contribution to the culture of giving is moving from tactics to strategy: from well-meaning but improvised donations to thoughtful, planned giving that can generate true, significant, and lasting impact. The platform’s promise to donors is captured in a focused message: From one-off giving, to giving as a way of life.
Hey, I'm Jay
JGive’s new visual language draws heavily from this concept, balancing humanity and technology. The logo features the organization’s name alongside a small heart with squared edges—a slightly pixelated heart that fuses emotion, generosity, and Israeli warmth with infrastructure, technology, and operational systems. When the heart appears as an avatar, it becomes “Jay”—with a J at the center and a smile. Jay is the brand’s personality, reacting to events and user choices, and offering a light, human presence within a large-scale tech environment. Alongside Jay, we designed an illustration style in soft pink and beige tones. The brand’s core colors are black, gray, white, and beige, with pink adding a playful and emotional accent. The photographic language includes a few key themes: Giving—with images that express warmth and interaction, Community Contribution—all captured in natural lighting, Giving at Work—focusing on collaboration, and Product—showing people using tech to give. With these visual elements and a clearer, more connected brand role, JGive is stepping into a new and meaningful chapter—one that invites all of us to become more impactful in the way we give.
