Founded in 2002, Charity Vouchers is a not-for-profit (NFP) service that lets people buy and gift donations to any UK Registered Charity – the only UK NFP to do this. The original branding was designed to communicate goodness and trustworthiness, however two decades later it was missing the ‘feel-good factor’ or a point of difference vs. competition.

Charity Vouchers is committed to giving 100% of the redeemed voucher value to charity with no hidden fees, unlike many competitors. This insight framed the key opportunity for the brand - to create a look and feel that celebrates the exponential impact of giving.

The new design reinvents the dove icon as a bright and joyful origami bird, blending together the previous identity with the idea of a voucher, and creating a distinctive visual asset that embodies thoughtfulness, cultural appreciation, creativity and sustainability.