01 — The background

Purpose-driven entrepreneur Steve Rohr developed a way to help nonprofits expand their effectiveness at the coal face, plus empower their donors at the same time. By embedding a branded storefront within a nonprofit's website their donors were able to choose exactly how their donation could be spent.

02 — The brief

Steve needed the full product communications suite for launch: logo, product name, strapline, website and product video.

03 — The name

BeCause was the firm favourite due to its ability to evoke the ‘why’ in narratives around giving. It also tested well with a repetitive cadence in a range of copy formats.

04 — The strap

Steve got a two-fer here. To accompany the standalone heart logo we needed something succinct, literal and descriptive: ‘The store behind your cause.’ As the BeCause app streamlined the process of giving for both the nonprofit and the donor, I chose a play on a well-known phrase with ‘Focus on the ends not the means.’