Little Love India
A cause with a brand behind it.
What was
broken.
Little Love India is proudly unorganised: no big office, no full-time staff, just volunteers doing real work for underprivileged children and animals. What it lacked was materials that looked like the effort deserved.
Donor trust was the bottleneck. People give where they can see exactly what happens next, and nothing in the old materials showed the path from rupee to result.
What we
did about it.
Treat it like a brand that must earn attention, not a charity asking for pity. Clear positioning, warm identity, frictionless donating, and films that travel.
Show the rupee's journey
Every rupee got a visible path: donate, see the program, meet the outcome. Impact pages carry faces and figures, not paragraphs.
Remove donation friction
The giving flow dropped from five steps to two, with UPI-first options and receipts that arrive before doubt does.
Build a rhythm volunteers can keep
Social templates and a simple calendar mean the feed stays alive without depending on any one person's free evening.
- 01Identity
Positioning & identity
Treated like a brand that has to earn attention, rather than a charity asking for pity. Clarity and warmth raise more money than guilt ever did.
- 02Website
Donation website
Every rupee given a visible path: donate, see the program, meet the outcome. Giving was reduced from five steps to two, with UPI-first options and receipts that arrive before doubt does.
- 03Film
Launch & impact films
Films that travel, planned so a single launch piece paid for the whole engagement in directly attributed donations.
- 04Social
Social system & templates
Templates and a posting calendar so the feed stays alive without depending on any one volunteer's free evening. Built to survive turnover.
Website
Built around one action rather than a list of pages, and structured so the visitor is never more than one scroll from the thing they came for.
- Structured around one action, not a list of pages
- Designed and built by the same team
- Editable by your team after handover
- Tested on real devices before launch
Every rupee given a visible path: donate, see the program, meet the outcome. Giving was reduced from five steps to two, with UPI-first options and receipts that arrive before doubt does.
Identity
Drawn against real applications at both ends of the scale, so the mark holds embroidered and at sixteen pixels without needing two versions.
- Explored against real applications, not a slide
- Tested at the smallest and largest sizes it will be used
- Typography and colour chosen for accessibility and print
- A written system your team can extend
Treated like a brand that has to earn attention, rather than a charity asking for pity. Clarity and warmth raise more money than guilt ever did.
Social
Built as a system with a rhythm, so the feed stays alive without depending on one person's free evening.
- A system with a posting rhythm, not one-off posts
- Sized natively for each feed
- Captions and safe areas handled
- Volunteer-proof, so it survives turnover
Film
Planned into the original shoot so vertical, square and landscape all come out of one production day.
- Scripted and boarded before anyone picks up a camera
- One shoot day feeding a month of content
- Vertical, square and landscape from the same take
- Mixed, graded and mastered in-house
Films that travel, planned so a single launch piece paid for the whole engagement in directly attributed donations.
Asked
often.
Do nonprofits really need branding?
Donors choose like customers do. Clarity and warmth raise more than guilt ever did.
Who runs social now?
Volunteers, using templates and a calendar we left behind. It survives turnover.
What did the films cost relative to returns?
One launch film paid for the whole engagement in direct attributed donations.