In 2021, we were engaged by fintec start-up Fund A Future to redevelop their brand ahead of their market launch.

The company had developed a digital platform that makes it effortless for people to claim the 33% tax rebate on their past charitable donations and re-donate those funds back to the original charity. A big idea with major potential economic impact, the company counts Sir Bill English as one of its cornerstone investors.

The company’s founders and board sought a brand that would clarify its product proposition and drive a strong emotional connection in New Zealand, and ultimately around the world.

Our brand strategy process arrived a core brand idea of ‘transforming the impact of human generosity’. Using this platform, a charitable donor’s past generosity can be ‘re-upped’ at no cost to the donor, but with a significant impact to the charity and its cause.

This purpose was expressed in a new brand name – Supergenerous.

With $1B (one billion dollars) of unclaimed charitable donation tax rebates currently available in New Zealand, the charitable sector stands to gain a major windfall if Supergenerous is successful. With that windfall, charities could make a huge dent in the challenges New Zealand faces.

Supergenerous believe that human generosity is the solution to overcome humanity's greatest challenges — they’re passionate about creating a world where it’s effortless for charities and their causes to capture the full value of that generosity.

The visual expression of the brand is anchored by the core illustrations, created by Alva Skog. They represent generosity through a sense of scale and composition. The typography choices and custom letterforms also echo these elements.

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“We have had overwhelmingly positive feedback from our users, charitable organisations, people and investors to the name and brand change to Supergenerous and the incredible visual identity and story Previously created for us. We couldn't be happier with the result."

Guillaume Dehan, Founder & CEO, Supergenerous