LittleLight
Client
LittleLight, a giving platform focused on making everyday charitable impact easy to see and track.
Scope
Logo and brand identity, color and type system, and core app screens for donors to track their giving.
Deliverables
Logo mark, brand guidelines, app UI kit, and marketing assets for launch.
The challenge
Giving apps tend to feel transactional — a form, a receipt, a confirmation email. LittleLight needed to feel like the opposite: warm, personal, and rewarding to open, so people would want to check in on their impact rather than forget about it after the first donation.
The approach
The identity centers on a simple triangular mark meant to evoke a small point of light — something contained and personal rather than grand or abstract. That same restraint carried into the app itself: a soft, photographic palette paired with clear, confident UI so the emotional tone and the functional tone never fight each other on screen.
The result
A cohesive identity that spans the logo, marketing materials, and product UI, giving LittleLight a consistent, recognizable presence from a first Instagram ad all the way through to a returning donor's account dashboard.