GoFundMe is the world’s largest social fundraising platform. GoFundMe aims to revolutionize the way people give and receive help, ultimately nurturing a global community of compassionate individuals working together to make a difference.
I joined GoFundMe in 2018 as a Brand & communications designer and then became their first-ever brand designer, working collaboratively with cross-functional teams: product, marketing, communications, and leadership in developing brand guidelines, and a cohesive aesthetic across all brand platforms and applications. One of the most rewarding experiences during my time at GoFundMe was mentoring a customer service agent with an interest in design. She started working with me for ten hours of brand design time a week while continuing to do customer service and she eventually was promoted to Product Designer. Exploring, defining, and expanding on the typography, the color palette, and the illustration style's evolution over my time with GoFundMe was my greatest contribution as an individual contributor. Because that's how brands are built: piece by piece that becomes whole over time with growth and care.
Mission and Core Values illustration and lettering used for corporate communications, swag, and environmental graphics in offices worldwide
The Giving Report
The annual report for GoFundMe each year was a moment to reflect gratitude for the generosity of people all over the world and to champion the GoFundMe campaign organizers and those driving forces of good in the world. Working closely with communications and data, each year was a comforting puzzle to piece together of where help was needed and where that support came from. This is the final report that I had the privilege of contributing, The Giving Report 2021. I worked in tandem with a product designer and brand director to create the typography, layout, color palette, illustrations and animations. I worked with the developer to bring the page to life.
GoFundMe annual report 2021 cover image; click through the image to visit the live site!
Employee Engagement
Supporting people ops and each of the resource groups was one of my favorite projects of brand expression for an internal audience. Developing these identities with each group and bringing them to life through tees, stickers, and special events throughout the year gave a wonderful feeling of belonging. The Women@ group was the most established group with speaker events, happy hours, and community spotlights during Women's History Month.
Employee Resource Groups branding, tee shirts and buttons
How It Works
I helped art direct an animated how it works video with a product manager and product designer. We worked with an animation studio to develop the video and directed voice actors through recording. It was the first How It Works video that GoFundMe ever produced and I am still proud of how it represented the brand, as transparent, helpful and community-minded.
GoFundMe product explainer video