Craigslist Charitable Fund
LOGO, BRAND IDENTITY, WEB DESIGN
The Project
The Craigslist Charitable Fund (CCF) supports organizations working to improve planetary health and well-being for all of earth’s inhabitants including humans — by ending factory farming and all other forms of animal exploitation.
Our Approach
CCF needed a new look to better represent their mission focus, while maintaining their brand’s connection to Craigslist. We consulted with CCF to find out their goals for the charitable fund and created a visual brand to match.
The Logo
The logo is inspired by the famous Craigslist purple peace sign. In combination with animals and green leaves, the message of CCF’s mission is quite clear.
Brand Identity
The brand tone of voice does not hold back, using an unfiltered and unapologetic approach to speaking out against factory farming and animal exploitation. The visual voice reflects this tone with lots of grit, texture, and bold color.
Website Design
The website homepage serves as an explainer for why CCF has chosen animals as their primary charitable focus. We advised on how to visualize this story – it starts with a challenging list of areas that are all deeply impacted by industrial animal agriculture, then those claims are backed up by statistics and sources, and finally the page ends on a hopeful note and a call to action – the world could be a better place, if we work together.
