cherry
Charity platforms often feel sterile, overwhelming, or guilt-driven. We wanted Cherry to break that mold — to feel playful, emotionally intelligent, and frictionless. The challenge were:
Brand Identity: Create a visual and verbal identity that feels fresh, warm, and memorable without losing credibility.
Consistency: ensuring brand identity across app, web, and social media.
MVP Design: Build a lean, intuitive product that helps users discover, support, and track causes they care about.
Marketing Website: Design a public-facing site that communicates Cherry’s mission, builds trust, and drives sign-ups.
Engagement: making sustainability appealing, not preachy.
Brand Identity
I developed a brand system rooted in emotional resonance and playful symbolism:
Logo & Name: “Cherry” evokes sweetness, simplicity, and small acts that add up like the cherry on top.
Visuals: Rounded typography, soft gradients, and organic shapes create a sense of warmth and approachability.
Tone of Voice: Microcopy is friendly, clear, and empowering designed to make users feel good about giving.
We leaned into a vibe that’s more “bold, fun and playful” than traditional charity, celebrating donation giving in a fresh new way.
MVP Design
The MVP focuses on clarity and ease of use:
Designed flows for listing, buying, and donating with minimal friction.
Introduced features like Cherrybox, Charity Discovery and impact Tracking that tracked impact to charities and the environment.
Built in gamification: badges, leader boards, and Cherry Points that reward sustainable actions.
Marketing Website
The marketing site introduces Cherry with clarity and charm:
Hero Section: “Lets Give in Style” — paired with playful simple visuals and a clear CTA to join the wait list.
How It Works: A three-step explainer with animated transitions, a figma prototype for user to interact with the MVP without downloading the APP and real-world examples.
Trust Signals: Transparent info about Cherry CIO, data handling, and impact metrics.
Low-Code Build: Designed and deployed in Framer for rapid iteration and easy updates.
The site balances storytelling with conversion inviting users to explore, sign up, and share.
