OVERVIEW

A platform-wide initiative to help people complete simple social actions (“good deeds”) across climate, community, and solidarity, expanded into a recognisable sub-brand used in app, web, and campaigns.

ROLE

Creative Direction & Product Design across logo refresh, visual system, illustration language, UX patterns, and cross-channel templates.

PROBLEM

The program lacked identity, clarity, and engagement. Visuals were generic, the logo had low recognition, and the experience felt disconnected inside the app.

APPROACH

Creation of the Good Deeds icon; introduced strong color accents and a black-stroke/white-fill illustration system; built modular components for deed cards and completion states; and aligned marketing, brand, and product under one structure.

OUTCOME

A clear, cohesive identity that increased visibility and participation, taking the platform from 0 to 122,900 registered good deeds.