For many reasons, 'branding' has become a bit of a dirty word in the third sector and charities have long sought to distance themselves from commercial brands. Typically, the latter has been defined by products or services rather than a cause, but with the rise of concepts like 'purpose-led' brands, more traditional third sector organisations are having to work harder to be seen, uplifted, and crucially, funded.

Unlike commercial entities with tangible products to sell, charities must appeal to a range of stakeholders—potential donors, beneficiaries, and trustees alike. This makes charity branding a delicate balancing act that merges emotion with carefully thought-out visual and verbal language and wider strategy.

At Driftime, we recently launched our latest branding project for nonprofit Instant Aid, an organisation that operates in conflict areas and natural disaster zones to deliver vital resources—such as food and medical supplies—within 48 hours of an outbreak. When founder Jasmin Mouflard approached us, her goal was to create a visual identity that mirrored Instant Aid's work in regions like Gaza, Afghanistan, and Ukraine and championed the impact they were creating, whilst also resonating with those both on the ground and in decision-making positions.

Moving away from the typical nonprofit aesthetic—often characterised by intricate emblems, crests, and light blue colour schemes—we crafted a bold and fresh identity that conveyed urgency and encouraged a notion of trust. Through the use of a vibrant orange colourway and a youthful, pioneering tone of voice, we ensured the nonprofit’s image was an accurate reflection of the critical work it undertakes.

At the outset of our collaboration, we developed an interim site showcasing Instant Aid’s timeline of achievements. This initial step helped initiate conversations with influential institutions, building credibility for the organisation. Our overarching objective was to cultivate trust in a sector where trust can be hard to establish and, through thoughtful branding, we accomplished just that.

Strategically refocused branding plays a pivotal role in shaping a charity’s identity, helping define its core values. A strong brand identity, supported by a well-crafted strategy, is essential to effectively communicate a charity’s purpose, values, and mission. In the third sector, branding has evolved from being viewed as a ‘dirty word’ to a vital bridge connecting a charity’s mission with its audience.

Throughout our work with Instant Aid—and with other organisations such as Save the Children and Art Not Evidence—the constant theme running through our projects is impact. A charity's visual language and tone of voice must resonate with a diverse audience and, when charities consider a rebrand, they can often draw inspiration from consumer brands.

The rising influence of responsible businesses, like B Corps, and the growing emphasis on brand purpose marketing should serve as a wake-up call for the nonprofit sector. In a world where brands are adopting charitable behaviours and encouraging planet and people-led impact, it’s time for charities to start thinking like consumer brands where appropriate.

Looking ahead, we envision branding in the third sector evolving beyond aesthetics to become a tool for empowering nonprofits to genuinely engage with their communities. Digital design holds the power to drive meaningful change, and this is particularly evident in its application within the charity and nonprofit sector.

For both emerging and established nonprofits, effective branding should not only attract donors but also strengthen connections with the populations they serve. While for many charities support is often equated with fundraising, it also includes raising awareness, building long-term partnerships, and fostering engagement. Branding can serve as the crucial ‘glue’ that binds these elements together.