Reframing corporate volunteering as meaningful mini missions
Synopsis
OnHand is a social and environmental impact app that encourages employees to participate in mini volunteering missions. Started and supported by a growing network of big-name charity partners, it connects those in need with those who want to give.
OnHand makes it easy to do good. Employees can open the on-demand, location-based app and take part as easily as booking a taxi. Whenever suits them, wherever they are, they can find easy-to-do, meaningful missions that align with the causes they care about.
With the business going from strength to strength, including a successful appearance on BBC’s Dragon’s Den, we were tasked with creating a new identity for the next stage in their global, enterprise-level B2B growth.
Brand Idea
We created the brand idea: ‘Mini missions that matter to you’. Designed to empower the employee, this statement talks directly to them and highlights the opportunity to make a difference to the things they care about.
Rolling out the strategy for the visual and verbal identity, we created a feel-good brand that’s engaging and fun for employees and employers alike.
A Little Lift
At the heart of the rebrand is the new logo. We enlisted the help of lettering artist Alec Tear to lend us a hand crafting a logo that touches on the human-to-human nature of the brand.
Retaining the hand-drawn qualities of the previous logo, the new version features connected letters and offset, cursive strokes. The uplifted arched crossbar of the ‘H’ adds a sense of vitality and momentum through the logo. The logo works on a single line but can be easily stacked for digital formats.
Colour and Voice
The logo is complemented with a cheery sunshine yellow to dial up the positive vibes. Meanwhile, the supporting colour palette features earthy shades and deep teal hues; which are contrasted with pops of colour for punchy captions and call-to-actions.
We crafted a perma-positive brand voice; with succinct, encouraging and celebratory headlines. This is reinforced with the hero font Agrandir, which oozes positivity. Paired with Plus Jakarta, the font choices are warm, welcoming and accessible to all.
Emoji Time
A suite of charming, custom emojis help to lift missions off-screen and bring them to life in a way that feels authentic and palpable.
These are used alongside, and within, lozenges and rounded modules that connote an app experience with more immediacy.
Success selfies
User-generated photography combined with cause-and-effect storytelling, celebrates successful missions and propels them into the real world. Mission and name badges add a sense of achievement and reflect the gamified nature of a mobile app. A candid photography style aims to capture meaningful moments as they happen; from individuals completing missions, team-building tasks, and the friendships that are formed. OnHand puts people right at the forefront of their brand and champions their hard work.
The Fiasco team just got it from the outset. We’ve now got a super positive brand that reflects our vision – and is really compelling for both employees and employers. Not an easy feat.Sanjay Lobo MBE, CEO
Since launching the new brand, OnHand have seen a 3x increase in inbound leads and revenue growth. They’ve won contracts with RightMove, Lucky Voice and Co-op Bank, and been named G2’s Global Leader for CSR Software 2023. Mission successful.
Thanks to the fantastic team at OnHand who approached the process with open hearts and open minds. A real joy to work with.
Thanks also to our contributors: Alec Tear for the logo design; Tom Brown for the words; Nick Jenkins for animation; Ben Peake for the emoji suite; and our sister studio Yatta, for the 3D.
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