Uncommon Giving

Uncommon Giving

Creating impact by helping generosity flourish

An uncommon idea

Uncommon had a bold idea to reinvigorate charity in the world by building a platform that connects people to causes they care about and facilitates giving of time, talent and treasure.

The challenge was clear: how do we get people to care more about giving and generosity?

We first started to understand who our movement makers would be—those who love helping others because it feels good to make a positive impact. We used our understanding of our target’s habits, the goals they want to achieve and the things getting in their way to help guide our brand-building process. In conjunction with understanding the clear business goals (high velocity at launch and building a cultural movement), we built a brand we felt would change the way people think and take action on giving. Uncommon’s visual and verbal identity were equally provocative. We grounded ourselves in the brand’s personality traits of fresh, radiant and revolutionary. Because of this, we were able to provide an expression that offered a unique take on language, photography and illustrations; a bright, bold color palette; and a radical logo that differentiated Uncommon from anyone else in their industry.

With the organization’s singular purpose—to do good in uncommon ways—Uncommon is making waves in the industry and making an impact on lives of those in need.

Uncommon - Brand essence
Uncommon - Giving selected writing tactics


To stand out from other giving organizations—which tend to lean heavily on emotional appeals and abstract references to “hope”—we set out to create a voice for Uncommon that was as unique as its approach. A voice that would show, rather than tell, what kind of organization it is: fresh, radiant, revolutionary.

To make sure anyone writing for the brand can channel the Uncommon voice, we created a complete verbal toolkit: a voice role, guiding principles and granular writing tactics. The resulting voice is that of a heartfelt storyteller, unafraid to challenge assumptions and change the way the world thinks about giving.

“We’re creating a family of services to help you and generosity flourish.”

“You have more to give than you think.”

The logo

Uncommon’s logo is handwritten and personal, with upward momentum and a bold confidence—representing the cultural movement the brand is driving.

Uncommon - Logo

The brand architecture

A master brand with distinct offerings that expands its presence in the charitable giving space.

Uncommon - Giving
Uncommon - Investments
Uncommon - Wallet
Uncommon - Charitable

The visual expression fully embodies the fresh, radiant and revolutionary traits through, an identity system that offers a unique take on photography and illustrations, a bright, bold color palette and a radical logo that differentiates Uncommon from other financial services entities.

Uncommon - Embroidery
Uncommon - Brochure
Uncommon - Flyers
Uncommon - Laptop
Uncommon - Phone app
Uncommon - Billboard
Uncommon - Website
Uncommon - Business card
Uncommon - Credit card
Uncommon - Stationery
Uncommon - Tablet
Uncommon - Merchandise
"I’m in heaven! Where have you been my whole career as I tried to explain this to people?"
Laura Graham
Chief Marketing Officer