Giving What We Can envisions a world where everyone can flourish, free from extreme poverty, animal suffering, and existential risk. Their mission: to make effective giving a cultural norm.
Through education, outreach, and the 10% Pledge, they have built a global community of more than 9,000 people committed to donating to the world’s most impactful charities.
Their brand was well-known within effective altruism circles but struggled to connect emotionally beyond it. They needed an identity that could keep their loyal base while opening the door to new audiences ready to give what they can.
A Brand System that Multiplies Meaning
Momkai partnered with Giving What We Can to sharpen their story and expand their reach. We began by reframing the message to focus less on the act of giving and more on what a pledge makes possible: one decision that can multiply impact a hundredfold.
Next, we turned the community’s quiet symbol of belonging, the orange diamond 🔸, into the cornerstone of the new identity. It now frames member portraits, shapes the logo, and signals pride across the website and channels.
To express the diversity of causes supported by the pledge community, we designed a custom icon set representing everything from food security to climate resilience, giving the movement a clear and flexible visual language.
"We wanted to work with a design agency that understood the intersection of cutting-edge digital design with the nuances that go into building a great brand for a social cause."
— Max Klijnstra, Founder Giving What We Can
Over 490 Million Dollars Donated
The renewed identity and story have strengthened pride within the community and opened doors to new pledgers beyond the effective altruism sphere.
Today, more than 10,000 members have pledged at least 10% of their income, contributing over $490 million to high-impact charities — with more than $1 million donated every month.
A Platform Ready to Grow Giving Globally
Giving What We Can now has a unified story, distinctive identity, and clear narrative foundation for growth. With new tools, visuals, and messaging, they can inspire more people to give effectively and help generosity become the norm.
Giving What We Can & Momkai
Max Klijnstra, Founder Giving What We Can:
"The Momkai-team was more receptive and responsive to input and 'sparring' then we had thought, making it a true collaboration between both teams."
Martijn van Dam, Lead Designer Momkai:
"It's great to see how our strategic design work has contributed to raising over 490 million euro's of effective giving already. We can't wait to see what's next."
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