How do you rebuild a charity's donation journey, and bring donors to it with every campaign?

A charity that makes giving simple.

Kebchi, “Simple & Solidaire”, lets people order or donate their Eid sheep, in the Île-de-France region as well as in Africa, and support other charitable causes: sadaqas, orphan sponsorship.

We worked with the charity for two years, within its marketing team, a team of ten to fifteen people. Our role: the website design and all the visual communication for the campaigns.

A website to take up a notch, and campaigns to keep up every year.

A year earlier, we had already designed a first mock-up of their website. They needed to go further: a higher-quality, more convincing website, and a donation journey that takes more visitors through to payment.

The charity's calendar added a constraint. Each key moment, starting with Eid every year, gives rise to a campaign, and every campaign has to bring visitors to the website:

• A donation funnel to rebuild: from choosing the cause to payment.
• Campaigns on a yearly rhythm: each major event calls for its own visuals.
• One image everywhere: the website, social media, ads and print must look alike.

The website, then everything that leads to it.

We designed the new website mock-up, including the donation journey, and started building it. The rest of the development and the strategy were handled by the charity's team.

Once the website was in place, we delivered the communication for each campaign, always in the same brand guidelines as the website:

• Website: complete mock-up and start of the build.
• Brand guidelines: logo, typefaces and colours.
• Campaigns: visuals, videos and ads.
• Social media: content produced jointly with a member of the team.
• Partner websites: animated banners for blogs and websites that sold advertising space.
• Print: flyers and roll-up banners.

Brand guidelines, a website, then the campaigns.

Everything starts from the brand guidelines. The logo slips a sheep into the “c” of Kebchi, the palette comes down to two colours, a green and a purple, and two typefaces share the work: Avenir for body text, a handwritten script for poster headlines.

The website applies these guidelines, and every campaign picks them up. A visitor who has seen an ad or a post finds the same look when arriving on the website, and knows they are in the right place. Each campaign follows the same order:

1. Set the guidelines: one logo, two colours, two typefaces.
2. Design the website: the home page, the about pages and the donation journey.
3. Roll out the campaign: the visuals, videos, posts and ads of the moment.
4. Bring people to the website: social media, banners on partner websites and print.

A purple gradient and a handwritten headline.

The website opens on “An Infinite Gift with Kebchi”, a handwritten headline set over a full-screen photo. Two journeys then clearly separate the needs: order your sheep in Île-de-France, or donate it in Africa, each illustrated by its own card.

The partner mosques are brought together on a map of France, with their logos, to show immediately who the charity is connected with. The campaign visuals use the same purple and capitalised headlines, with the price displayed, so that the message can be read in a second in a news feed:

• A handwritten headline: to give the home page a warm voice.
• Two journeys: Île-de-France or Africa, chosen from the very first screen.
• Visible partners: the mosques brought together on a map.
• A single look: from the social media post to the donation page.

One look, from the first visual to the donation.

Kebchi has a redesigned website and communication that brings people back to it, campaign after campaign, within a single set of brand guidelines. Donors move from a post, a banner or a flyer to the donation page without leaving that world.

The work was done over the long term, over two years within the team. Its founder calls it a “very good experience”, and describes us as “competent and professional”.