The founder of Card Pledge came to me frustrated. He posted a pretty thorough design brief on 99designs, but… none of the designers submitting concepts seemed to have read it. Immediately when I heard the company name, Card Pledge, an image immediately came to mind: two credit cards forming a heart.
After read the design brief, I shifted my thought on "credit card" slightly:
Maybe you're waiting for the right time to spend that gift card you got over the holidays. Or, maybe you put that plastic to work and are left with just a buck and change left? Visit Card Pledge. They'll help you avoid inactivity fees and "cash out" low value cards by simply supporting charities you love.
The design brief also contained a wealth of color inspiration—and had the founder leaning heavily toward burnt orange as the primary brand color. Translating "burnt orange" to "natural, energy/action and nostalgic," I created a gift card/heart icon, and explored colors and fonts.
We settled on a "hipster, Americana" color palette and typeface that conveyed effortlessness, trust and pride. The end result is simple, contemporary and immediately recognizable.
Below you'll see some of the color variations we explored. What do you think: Did we pick the right palette? Would you have gone left-field and picked (my favorite) the citron green?
Leave your thoughts in the comments. I always appreciate feedback!