Traditional donation platforms are not optimized for casual giving. Under After created a playful brand identity for Picnic's micro-donation platform that positioned charitable giving as convenient, fun, and social.
Picnic Micro-Donation Platform Brand Identity
Donors face choice paralysis when selecting from thousands of organizations and uncertainty about nonprofit credibility and fund allocation.
Picnic, a Betaworks project by Yannell Rodriguez and Jorge Lopez, made giving lightweight. The platform offered vetted nonprofit options with small monthly contribution amounts users could adjust anytime.
Under After created a playful brand identity that positioned giving as a light action: fun, convenient, and social. The platform aimed for global impact through aggregated micro-donations but did not launch.
“Working with Mark was awesome! He laid down the process during our first meeting, he took the time to understand our needs and then he went to work. Couldn't be happier with the vision that he came up with—it's fun, playful, and oh-so-right!”
Client team: Yannell Rodriguez (Product Lead), Jorge Lopez (Co-Founder), Betaworks
