The LaunchGood Ramadan Challenge is an annual initiative to harness the spirit of charitable giving during the Islamic month of Ramadan.
Features of the Ramadan Challenge include leaderboard competitions for fundraisers, and the ability for donors to schedule their charity for 30 nights. Having first started in 2015 it has grown and evolved every year.
The 2021 edition introduced a significant UX and UI redesign. We drastically simplified the visual identity and reimagined the user experience for donors to schedule their giving.
I led development of the 2021 brand’s visual language, in collaboration with other Designers on our team. This was then extrapolated by our Design team and applied to marketing and other communications.
I also led the design of the product experience, working with a number of cross-functional stakeholders.
Naturally inspired
Visual identity
LaunchGood’s brand has always leaned on themes and symbols from nature to connect the digital space to the physical — URL to IRL.
The Islamic calendar is based on the lunar calendar. The evening before Ramadan starts is an exciting one, full of anticipation, with the new moon ushering in the month.
For the 2021 Ramadan Challenge visual identity, we continued building on brand equity we had established with colors referencing the sky at sunset.
The palette was published as part of a Figma library of styles and components, accessible across all Ramadan-related design files.
color
I developed a new logo, with multiple lockups, to allow for flexible use. I also developed additional assets, including a moon and globe. The moon was transformed into an animation by a vendor agency, which was then used as an opening and ending sequence in our videos.
logo and
supporting elements
The last 10 nights of Ramadan carry extra spiritual significance. We rolled out a “Last 10 Nights” theme across all touch-points, to drive more charitable giving and increased sign ups for users to schedule their donations.
Marketing
The following assets were designed by our Marketing Designer, Hira A. These are included here to highlight how the visual identity was carried through and applied to other communication pieces and social media graphics.
“ Very elegant, very serene.”
Feedback from a LaunchGood donor.