A heartwarming mission and fresh energy
TRANSLATED TO A BRAND IDENTITY
OPPORTUNITY
Amp up an empowering platform by attracting and energizing a more active audience to make a real difference.
After a couple years of sustained growth, Tix4Cause knew it needed something to keep going. The team just didn’t know what that was.
BRAND
Tix4Cause
MY ROLE
This was an early project for Domino when I was the team’s sole designer. I was responsible for all concepting, logo iterations and deliverables including the majority of copywriting. I led the brand workshop and subsequent presentations through completion of the brand book.
T4C approached my team looking for a flashy marketing campaign. Their aspirations, though, had outgrown the original T4C identity. When we sat down for a lengthy discovery session, it was clear that T4C’s goal was primarily intangible: be cooler. Easy, right?
After redirecting the T4C team’s focus, we worked to revamp the brand, updating its look, sound and feel to better fit the company’s direction and audience. Through this brand refresh, we were effectively able to create an identity that still represented the company’s warm-hearted mission while enabling it to shine in the crowded event ticketing space.
The best part of this project was watching the client transform alongside the brand. Originally hesitant that a better-aligned identity was necessary, the team now uses the new brand book religiously. <3
COMPLEMENTING CARE WITH COOL
T4C's got the same tickets as the big guys in secondary ticketing, but instead of taking all the service fees, T4C donates a portion to the cause of your choice. It was important that the updated brand reflect this warm fuzzy feeling within a fresh, modern identity.
The heart icon is created by a ticket and its stub. The stub represents the donation portion of the ticket purchase — the part that is given away. By creating this heart with a single ticket, we enforce the idea of an empowered individual: that one person can join the crowd and be the change.
MAKING HEARTS SING
One of the first things we noticed about T4C is its huge potential for growth. This is exciting for any entrepreneur, but it can be nerve-wracking without the right tools.
We equipped T4C with a brand book defining a tagline, messaging, logo usage, color pallete, brand voice, image styles, a graphics library and much more. Even more than the design of this type of deliverable, I love finding the perfect words to reflect someone or something’s core purpose. I also just love Tix4Cause, okay? Go buy some tickets.