Strategic branding and Squarespace web design for small businesses with big ideas

A butterfly gets its wings

Branding and web design for a social entrepreneur and fundraising expert looking to disrupt the system.


The Situation

Looking to expand his impact and create a more effective world for fundraising professionals, author and podcaster, Jason Lewis created Responsive Fundraising.

Building on the momentum of his first book “The War for Fundraising Talent”, Jason came to us looking to create a brand identity and website that showcased his revolutionary approach and engaged his target audience.

The Solution

We took Jason step-by-step through our brand strategy process to formalize Responsive Fundraising’s positioning as a fresh approach in private philanthropy.

Drawing inspiration from Jason’s philosophy and our brand strategy, we designed a visual identity and easy-to-maintain Squarespace website that gives Jason the smart and put-together look as going for.


What we did:

Brand Strategy

Logo System Design

Web Design

Custom icons


website graphics

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Our Favorite Part: 🦋 Butterfly Icon

A central tenet of Responsive Fundraising’s philosophy is based on the popular chaos theory concept that the simple act of a butterfly flapping its wings can have a tremendous impact somewhere else. It was fun to see this theory play out across the design. Once we decided on the butterfly icon for the logo, its soft, organic shapes influenced the rest of the brand’s identity

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The Color PalEtte

In an effort to differentiate Responsive Fundraising from its competitors (who were using mostly muted blues) we choose a vibrant teal and yellow color palette to give the brand a welcoming, intriguing and exciting vibe. The colors were also chosen with Jason’s target audience in mind — professional women looking for career advancement opportunities in the fundraising sector.

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Brand Iconography

Custom icons communicate the contents of specific web pages.


Brand Illustrations

Simple illustrations help visitors identify different types of blog entries.

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