Generous Circle
Rebranding and building a crowdfunding platform from the ground up
Generous Circle was previously called Faith Foundry. The brand work below shows both names as the company transitioned from one to the other.
Research
I led user interviews and workshops with financial sector leaders at this East African, Antler-backed crowdfunding startup, turning what I learned into features that solved the pain points that actually mattered. Part of that work meant studying how established platforms like GoFundMe structured discovery and categorisation, then mapping our own registration and donation flows against that before any screens got designed.
Mapping competitor information architecture
Student and donor registration flow
Discovery to donation flow
Branding
I directed all brand development for the company, carrying it through its transition from Faith Foundry to Generous Circle. The earlier identity, shown here in business cards and merchandise, set the foundation that the new gc mark and orange system built on.
New logo mark
Pre-rebrand business card, orange
Pre-rebrand business card, dark
Pre-rebrand logo and UI components
Pre-rebrand merchandise
Product design
I built out scalable design systems and designed and prototyped the UI in close collaboration with developers, from the fundraiser setup flow through to the fundraiser management dashboard and cause discovery pages. I also led onboarding and usability testing that directly increased adoption.
Choosing a fundraiser type
Organisation details
Organisation registration status
Fundraiser management dashboard
Cause discovery landing page