As it sounds, the technically astute team from MIT engineered a pioneering giving platform crafted for Twitter. Beyond, the how and what of Charitweet is rethinking why philanthropy for the “live in the moment” millenial generation.
True to form Soldier was knit together with the founders of Charitweet to dream a vision narrative and articulate that aspiration and message for salient consumer facing messaging today. Coupling an ethnographic deep dive and direct user insights, Soldier helped Charitweet craft a message with a highly functional service experience ranging from product UI/UX design, improved path to use, social and digital brand expression design to rally the building #generosityunleashed community.
@Chrtwt is a single, omnipresent channel for any person to donate to any charity in less than 5 seconds via Twitter. Born from the heart and activated through the @symbol was a clear founder-based inspiration that drove the craft of the soon to be iconic mark associated with a regular rhythm of generosity from millions of millennials worldwide.
Imaging the complete site experience on behalf of the reoccuring Charitweet user to the newcomer, Soldier worked hand and hand with Charitweet engineers to build an honest, empathetic, fast moving narrative that would serve as an intuitive user experience, speaking to the hearts and minds of non-profits, heavy hitting charitable organizations, celebrities and really all the generous souls of the world that just want doing the right thing to be easy.
Driving the phonetically attractive moniker “Dare to Give” as a provocative call to action, Soldier decided to support that tagline with a more substantive #generosityunleashed as just the beginning to a brave new world of philanthropy for millennials, where boundaries and dividing walls of evasive formalitites to give are broken down, while implicitly debunking the myth that wealth accumulation and formality is needed to live a life of generosity from day to day.
Partnership, unity and collaboration is brand DNA language for Charitweet. Creating an identity and design language to encompass those truths was imperative to all stakeholders, founders and designers at the helm. November, as one of the biggest charitable months of the year was one of many charity muses we embraced to show how Charitweet was behind any and all Charity that is trying to increase the 24 billion US market cap for giving.