SchoolFundr

SchoolFundr is a free fundraising platform for schools. A teacher, a coach or an administrator creates a campaign, shares it and manages it in one place. What the product actually sells is the hours it hands back.

The identity says that in books. Squares became rectangles so the mark would read professional rather than elementary; the circle and the triangle stayed, so it still remembers a classroom.

Standing still, a lockup is one arrangement of those shapes. In motion the books lean, stack and hand off to each other. That is the reason to build a brand out of primitives in the first place.

Every candidate went through animation before the call. Below: the ones I took through it.

Five passes over the product doing its job: a campaign set up, shared, watched and paid out. These are the interface itself, recorded, not a mockup standing in for it.

A feed cut gets a second before the thumb moves, and it gets it in whatever shape the platform hands it. Raise more was built three times rather than once and cropped. The switch below is three renders, not one file letterboxed.