The Challenge

Would you leave 10% to charity? Leave 10 is a non-profit organization with a goal to educate, inspire and challenge individuals to leave 10% or more of their estate to charity. They hired us to create a logo, identity and website that would serve as a platform in early-stage fundraising and recruitment.

Leaving a Legacy

The Leave 10 vision began under two fundraising rock stars in our community who spearheaded the launch of Leave 10 campaign’s digital communications, Lorraine del Prado of Seattle Children’s Hospital Foundation and Renee Kurdzos of American Red Cross of Western Washington and Hawaii. After an in-depth discovery session with the founders, our strategy brief summed up goals, objectives, assignment, target audience, attributes and outlined creative criteria.

Results

Leave 10 was thrilled about the options presented, but one, in particular, really spoke to their mission. Doves soaring into the sky are used as an allegory of the donor’s future legacy. Doves represent the whole of a donor’s estate with one, representing the donor’s 10% gift to charity, leaves the flock to begin its transformation into good for the future. The website is responsive, able to fit to three standard device screens – a computer, tablet and smart phone.

Creative Directions

Option A: Heritage

A gift is a seed planted, that when harvested, provides sustenance for your particular cause. The logo incorporates kernels of wheat – a symbol of Washington’s #1 agricultural export which ties to the regional emphasis of this campaign.
Leave10-laptop-slate-mobile_heritage

Option B: Legacy

Doves soaring into the sky are used as an allegory of the donor’s future legacy. Doves represent the whole of a donor’s estate. One, representing the donor’s 10% gift to charity, leaves the flock to begin its transformation into good for the future.
Leave10-laptop-slate-mobile_legacy

Option C: Metaphor

This is a simple, straightforward visual metaphor with a ten percent crop of Leave 10%. You have “left” 10%.
Leave10-laptop-slate-mobile_metaphor

Option D: Renewal

Salmon is a symbol of life, dependability and renewal – a provider – and the salmon visually creates the 0 in 10. This powerful Northwest symbol reinforces the particular local nature of this campaign.
Leave10-laptop-slate-mobile_renewal

Final logo

 

LEave10-logos_02

“Creating a brand with meaning drawn directly from the organization’s mission, with visual-longevity and future-proof execution, are key factors in a successful brand launch”

Tess Andersen | Senior Designer