THE CENTRE FOR SOCIAL IMPACT - The giving academy
Brand Strategy / Identity / Program Identity
Clarifying a new professional learning program within an established social impact organisation
The Challenge
The Centre for Social Impact is a nationally recognised organisation operating at the intersection of research, education, and social change. As part of its evolution, the organisation launched The Giving Academy, a new professional learning program designed to support leaders, practitioners, and organisations working in philanthropy and social impact.
The challenge was not awareness of CSI as an institution. It was clarity around the new program.
The Giving Academy needed to stand as a credible, distinct offering while still clearly belonging to the Centre for Social Impact. It had to appeal to senior professionals and decision makers, signal academic rigour without feeling inaccessible, and communicate purpose without slipping into generic “for good” visual language.
This was not about creating a louder brand. It was about creating a clear one.
The identity needed to work across digital learning environments, program materials, presentations, and partner communications, while supporting long term growth of the program.
The Approach
The solution focused on clarity, credibility, and alignment.
We developed a visual identity for The Giving Academy that balanced authority with approachability, positioning the program as a serious professional learning pathway grounded in evidence, practice, and impact.
The logo mark was designed as a considered symbol rather than a decorative device. Its form reflects connection, overlap, and progression, reinforcing the idea of learning as a shared and evolving practice. The visual system was intentionally restrained, allowing the program content, language, and thinking to lead.
The identity was designed to integrate seamlessly with the Centre for Social Impact while still giving The Giving Academy its own recognisable presence. This allowed the program to stand confidently in external communications without losing the trust and reputation already established by CSI.
Every application was considered through the lens of the audience. Senior leaders, funders, and practitioners encountering the program needed to quickly understand its purpose, level, and value without explanation
The Results
Designed a credibility-first identity for The Giving Academy to support confident enrolment decisions from first glance
Built a logo system that scales across digital, print, signage, slide decks, and learning materials without losing clarity
Supported early momentum through pilot delivery across in-person and virtual formats, with roughly 50 participants in the first cohorts
Created a consistent look and feel that helped the program present as established and trustworthy as it moved toward national launch
