DoGooder Brand System
Let’s do some good,
but gooder.
CATEGORY
Brand Strategy
Brand Design
Print Design
Social Media
Presentation Design
Email Design
Infographic Design
Video Storyboarding & Animation
OPPORTUNITY
The Modo Modo DoGooder program has been helping nonprofit organizations every quarter beginning in 2009, and by the close of Q4 2022, a total of $1 million in volunteer hours had been donated. But how does an internal initiative look to grow in its next chapter, as we reach the next $1 million milestone, without losing steam? The program had no internal collateral pieces, organization or brand outside of the OG ‘imadogooder’ t-shirts designed from the beginning. This presented a huge opportunity to inject fresh life into the employee-run program, by creating not just a logo, but an entire brand system to excite and delight both the agency team as well as external audiences.
PROCESS
With nothing but a t-shirt mark and a previously-designed ‘DoGooder Wall’ in an old office space, I went to work creating a logo that was ownable, while still aligning visually with other internal agency initiatives. I then created patterns, typography rules, a playfully clever voice and tone, and a general color scheme, which led the way for collateral materials and planning tools for the DoGooder team to coordinate initiatives for the year, reward employees, and receive feedback. Lastly, I created templates for keynote slides, emails, social media graphics and infographics to help promote DoGooder initiatives to the agency as well as external audiences—but not without first creating a little sizzle video to help garner excitement around the DoGooder rebrand.
Brand elements
In creating the system’s beginnings, I knew I wanted to keep our palette limited to the black, white and Modo green to align with the history of our initiative’s palette, but I introduced various patterns and typographic elements to help build on what felt familiar.
Patterns were inspired by the 'O’s in the DoGooder mark, a repeating heart to represent the nonprofit work we do, and the repeating stripe representative of the stripe in the new mark.
Note: Iconography was created by a fellow DoGooder committee member, but showing for continuity of the brand as a cohesive system.
Committee collateral
Now that a basic branding system was in place, we needed some collateral pieces to help us organize future events internally and look at the year ahead from an even gooder perspective.
Instead of a single employee planning each quarter, I created 4 unique titles to split the tasks up among the committee.
Surveys and recognition
Although the DoGooder committee is comprised of multiple employees, the mission relies in everyone’s participation and input. So, we created an all-new suggestion box to capture employees’ ideas, nonprofits they care about, and anything else they might want to share with the committee. All with an extra helping of gooder puns.
We also created the Gooding Beyond the Ask award, a small recognition to a single employee who went above and beyond for that quarter’s DoGooder Day, to further instill brand loyalty and excitement around each volunteer day.
Keynote and email templates
Utilizing keynote slides in staff meetings and DoGooder-branded emails highlighting upcoming DoGooder Days helped increase excitement around the good-est initiatives.
Social media templates
To help spread the word to our social audiences, I created a short carousel series letting our followers know about our upcoming DoGooder Days with a little bit of background info on the nonprofit organization.
Sizzle video
(volume up!)
I wrote the full video script chock-full of good puns, built a storyboard, and animated this :33 sizzle video to hype up the agency and introduce the new DoGooder brand with a bang. This was shown at a staff meeting where we introduced the larger DoGooder rebrand to all employees.
Infographics
Each quarter, we would gather stats and information from our work throughout the day to surprise and delight the agency through an infographic revisiting our impact.