The GivePower Foundation was formed several years ago but it lacked any sort of branding and style-guide. It also lacked an online presence, including a website, social media, and online supporters. Our goal for building the GivePower brand was to create a visual language that could foster the growth of the brand, build a community of supporters, and create a design system that could carry the brand forward. GivePower has aggressive fundraising goals and it needed a strong facelift to make it's brand reflect the same level of importance as it's mission.
Telling the Story Online
We decided to launch the website and release the branding with the campaign #ShareTheSun. SolarCity has 15,000 employees who are all very passionate about clean energy and so we targeted the launch toward our own employees, asking them to donate, fundraise, and get involved with the foundation. Employees were offered a chance to travel to Nepal, Haiti, and Kenya if they were to become the top fundraisers by the end of the quarter and so people were instantly very engaged and excited. We decided to release the website in two phases, the first being a simple landing page that describes the mission of GivePower and provides links for donating and fundraising. Later, the second phase website would be more informative with an active blog, social media and content that tells the full story. Three months after releasing the website SolarCity employees collectively raised over $50,000 for the GivePower Foundation.