Big Give Rebrand

Big Give conducted a rebrand as part of its wider ambition to create everlasting impact on the world by connecting people, organisations and charities through match funding campaigns.

Founded by the businessman and philanthropist Sir Alec Reed in 2007, Big Give has raised hundreds of millions of pounds for good causes. However, over time, the brand had lost its appeal and no longer reflected the significant impact it sought to make in the world. Through this project, and after extensive consultation, a new brand strategy positions itself around the idea of ‘Generosity Multiplier’. As it is by connecting people, organisations and charities through match funding campaigns, Big Give quite literally multiplies the impact of our generosity. This single-minded brand idea of ‘Generosity Multiplier’ inspired creative experimentation with repetition and duplication. Doubling up and maximising, before striking upon the idea of kaleidoscopes, which have multiplicity at their heart. These visuals created an exuberant and mesmerising visual identity and tone of voice, to grab attention and stand out in the sector. But also brought flexibility, and consistency. Which was key, given Big Give works with so many different charities that all need to tell a different story.