Brand positioning and website for a charitable organization

Bloom Büro developed the positioning and website for the Platform for Social Change.

Platform for Social Change is a charitable organization that fosters the development of social entrepreneurship in Ukraine. This approach enables charitable foundations, community, or religious organizations to launch businesses that ensure financial sustainability, independence from external funding, and the capacity to drive greater social change.

The Platform began its journey in 2011 under the name Ukrainian Social Academy. Over time, the organization expanded its audience and interaction formats with civil society organizations (CSOs), prompting a rebranding to reflect its growth. Thus, the organization was renamed Platform for Social Change.

While the name changed, its communications lagged behind, creating a disconnect between the Platform’s evolution and how it represented itself.

Our task was comprehensive:

— create positioning and a descriptor to reflect the organization’s multifaceted activities,

— develop a slogan highlighting the emotional appeal, 

— systematize and name the services provided to social entrepreneurs, 

— streamline the tone of voice and branding, 

— segment the target audience and create names for each segment,

— update the website.

Building a foundation for the positioning

We conducted retrospective interviews with social entrepreneurs who had interacted with the Platform. These discussions revealed that the Platform is valued for its holistic approach to addressing challenges faced by social entrepreneurs. However, its defining feature is the community environment it fosters, setting it apart from other educational or mentoring programs. This concept of an environment became the cornerstone for the organization’s descriptor.

— Short Descriptor: an environment for the growth of social entrepreneurship.

— Extended Descriptor: an environment for the growth of social entrepreneurship. Through education, investment, and mentorship, we support the development of social enterprises in local communities.

The Slogan

The slogan reflects the emotional resonance with social entrepreneurs. Using insights from our research, the slogan directly addresses the audience with a clear, empowering message:  

«The Change is You!» 

— We teach – you change.  

— We invest – you change. 

— We support – you change. 

The slogan is adaptable to different products, contexts, and audiences.

Website: the communication hub

Following the completion of the positioning work, we updated the Platform’s website. 

We developed a clear and logical structure to systematically present the organization’s core activities. Texts were rewritten to align with the new tone of voice, effectively conveying the brand’s identity and values. All these elements were integrated into a sleek, minimalist design.

The design emphasizes simplicity and intuitive navigation, ensuring accessibility for users of all ages and levels of digital literacy. Large fonts, contrasting colors, and well-organized information blocks minimize cognitive load, highlighting the importance of accessibility.

The updated website serves as a modern, user-friendly platform that communicates the Platform’s mission and vision effectively, enabling a diverse range of users to engage seamlessly.