Play For More
2014-2017 - San Francisco, CA Product | Branding | Visual Design
PROBLEM
Fragmented donation process and high processing fees from incumbents like GoFundMe and FanAngel
SOLUTION
A working MVP on the web application to go-to-market. Currently being vetted by sporting agencies like VaynerSports and brands like Coors.
IMPACT
Raised over $4,000.00 in 3 months to the Drew League Foundation in 2017, Raised over $3,000 in 3 months to VeniceBall.
First Steps
I spent the first week getting the idea from concept to sketch. The initial pre-development phase is when an idea is at its weakest .
With PlayCause’s main goal in place, I wanted to ask a few questions to refine the idea and find market fit before beginning the design process.
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Who are the target users and what platforms are they on?
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What is their current problem?
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Why do people need this?
After ideation and brainstorming with the founder, I used these answers to these questions to define the core features behind the web application.
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Sign on via Email and Facebook
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Ability to find campaigns and donate
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View a leaderboard
VISUAL IDENTITY SYSTEM
LOGO DEVELOPMENT
These are the foundation of our visual identity. They work in tandem on all collateral that PlayCause self produces and in partnerships with.
Logo
Logotype
Typography
Secondary Components
These provide flexibility and allow for localization, keeping the system fresh and dynamic. Secondary components represent the different touchpoints we reach and link: the leagues/athletes, nonprofits, and community
Color
Patterns
Photography
Iconography
Primary Components
Logo and Logotype
The logo that I developed is a mark that can be used by itself or with a lock up with the words "PlayCause" or "PlayCause Charity Classic." It comprises of two larger squares forming a third within. This represents the different touch points we reach and link: the leagues/athletes, nonprofits, and community. I also developed the tagline, "What Do You Play For?" as a marketing campaign where we ask why athletes do charity work and what it means for them.
Logo Spacing
The primary logo is a horizontal lockup of our mark and logotype. When space is limited, use the vertical version. To ensure the logo stands on its own, please leave at least one capital “P”s worth of space around it.
Thinking mobile first
Making the product mobile first was a priority, it's adaptive and it's changing the game. We identified through our test markets (Oakland and Los Angeles) that people would donate in the spur of the moment — especially at a sporting game. With built in features such as a leaderboard, fans and leagues can urge contributors to donate.
It is also our user acquisition comes from: social media. The users from each of these channels (whether that be word or mouth or specific content pieces on Facebook or Twitter) would be viewing primarily mobile devices. Another reason why we went ahead and designed mobile first is the fact that our target demographic starts around 17 years old.
SOCIAL GRAPHICS
As apart of the Drew Leagues campaign in 2017, I worked with the team at Nike to create graphics that adhered to their standards.
