Catchafire is a New York based organization that connects people who want to volunteer their professional skills with the non-profits that and social enterprises that need their help. Their mission: to revolutionize the culture of volunteering through a simple, easy to use web-based matching service, not unlike an eHarmony for busy professionals. And in preparation for Catchafire’s official launch in the summer of 2010, our team worked closely with the founders to strategize and develop a new identity for their new entrepreneurial campaign.
Given the energy with which they approached their mission and the colorful choice of name, this was no boring old process. Let’s start with the obvious. You may be familiar with a certain album from the 70s that not only put The Wailers – and particularly Bob Marley – on the international music scene, but also stirred up big things with its politically and socially-charged themes, as well as their signature feel of optimism and liveliness. Clearly, social awareness does not need to be dull – and neither is Catchafire.
They are, at their very core, about bringing things together and making something big and bright happen – about igniting a positive social movement to increase the power that individuals and organizations have in serving our communities. To successfully capture their personality, we wanted to conceptualize their call-to-action with a visual illustration of the “point before something happens.” Inspired by fire, chemistry, flow, and progression, the ultimate identity is at once effortless, smart, and fun – in other words – Catchafire.
- Strategy + Consulting
- Branding + Identity
- Art Direction + Design
Live for yourself and you will live in vain; Live for others, and you will live again.”
– Bob Marley, Musician