B Generous Fintech Branding

B GENEROUS

Building a brand that uses financial technology for good.

B Generous is a fintech company on a mission to revolutionize how people donate. Developing the first ever point of donation loan, B Generous lets people 'donate now and pay later.' The best part is that nonprofits receive the total donation right away, and the donor pays in easy installments over time with no fees or interest, unlocking billions of dollars for nonprofits.

As a new company, creating a brand that felt trustworthy and gave you that overall good feeling was essential. The smile coin, weaved into photography and illustrations, is used in countless ways for visuals and evokes happiness and optimism. Playful graphics communicate all the fantastic things donors' money can do and help nonprofits open doors to more opportunities.

We developed a robust brand kit along the way that included product logo lockups, color systems, photography treatments, social media templates, and newsletters. We created countless icons ranging from product benefits to the leadership team's favorite causes and spot illustrations to showcase their employee benefits.

Working side-by-side with the CEO, COO, and leadership team, we designed their website to clearly communicate and introduce what Donate Now, Pay Later is and how it's unique for both donors and nonprofits. It's a hub for donors to find or discover nonprofits to donate to, and it's a resource for nonprofits to manage their backend accounts. They now have a strategic tool to use to inform donors, attract and convert nonprofits and recruit talent for their growing team.

It's great to see Fintech forcing changes in philanthropy, giving people the freedom to donate more money to more nonprofits.

AGENCY
Good Stuff Partners

SCOPE & ROLE
Brand Identity
Logo & Icon Creation
Font Family
Colors
Spot Illustrations
Website Wire-framing & Design
Photographic Style & Treatment

WEBSITE
bgenerous.com

DEVELOPERS
Mangrove Web

Creating the concept.

When they first approached Good Stuff Partners for their branding, the company was in its early stages and under the name U-Pledge. The idea of the coin going into a donation bucket was a concept that stood out from the beginning. It was such a clear and powerful visual that we knew could be endlessly campaignable. After getting the sign-off on the identity, they hit us with a name change; B Generous. We were thrilled. This new name had all the components we wanted; it's campaignable, memorable, and a clear call to action. Because the identity was built off such strong positioning work, we could carry on the same idea of the coin, making it even better by adding the smile and embedding it in the logotype.

Naming & logo evolution

Donate Now, Pay Later.

Developing the first ever point of donation loan, B Generous lets people 'donate now and pay later, just like buy now, pay later programs, like Klarna or Affirm. With so many moving parts, the concept could be hard for audiences to understand, so the B Generous team enlisted the help of Hecho Studios to create various promotional and brand videos, based on the icons and brand styles we developed.