For-purpose organization HOPE, the first Philippine brand to donate 100% of its profits to building public school classrooms, approached us to work with them on a brand new project called Hope In A Star.
They wanted to redefine charitable giving in Manila through creating meaningful encounters between everyone involved in the giving process—from the giver to the receiver. Making giving easier, more accessible and more fun for everyone, we envisioned with them a community that builds Hope together.
Our challenge was to build the Hope In A Star experience online through their website and brand elements.
Creative Direction: Kookie Santos
Lead Strategy: Karina Abola
Lead Design: Therese Luna
Hope in a Star is a movement that works closely with the country's brightest stars, and lets people donate as little as ₱20 for a chance to win one-of-a-kind HOPE experiences with well-loved celebrities. From discovering South Cotabato with Erwan Heussaff to a double date with JaDine among others, fans are given an opportunity to learn and enrich their lives, while at the same time enriching others' as they raise funds to build classrooms around the Philippines.
This bold vision was the inspiration for Hope In A Star's visual identity that takes cues from scholastic materials and themes that lightheartedly remind the audience about the cause of the brand.
Built on mobile and desktop frameworks with partner developers, we looked to communicate Hope In A Star's mission without compromising the usability and experience. We wanted to capture the attention of potential donors and partners through key visual elements, copy that is straightforward but light in tone, and a convenient, intuitive, and functional user journey. This paved way to a dynamic and easy platform that makes giving as seamless and democratic as possible.
Hope In A Star officially launched last October 10, 2019. Participating celebrities like Iza Calzado, Luis Manzano, Pia Wurtzbach, James Reid and Nadine Lustre attended the event and shared their motivations for being part of the campaign while diving deep about the issues, improvements, and progress in Philippine education. Honored they are able to contribute more through this initiative, our Hope In A Star celebrities are set to potentially become a force for change together with everyone who has the heart to help.