The challenge
When ‘fine’ isn’t enough
The ActionFunder story wasn’t capturing the dream and ambition of founder Mark Shearer, the drive of the team, or the energy of a platform designed to transform how community funding works.
They needed a brand voice that would connect with ESG leaders – grant givers and social value seekers — in businesses. People who want to invest directly in communities, prove their impact, and move fast.
The challenge was clear: how do you translate energy, determination, and purpose into messaging that cuts through?
The spark
GIVE AF*
Out of good process came a ‘neon moment’ of pure creativity.
Two letters. One word. A big idea.
Fund like you GIVE AF* | An emotional call from the heart, to spark a movement.
It was bold, provocative, and alive with possibilities. Exactly the kind of message that could fire ActionFunder’s ambition into action:
You GIVE AF* when you want money to go straight to grassroots communities and make real impact.
You GIVE AF* when you want to stay connected to the people you’re funding, because you care about the difference you make.
You GIVE AF* when you want to spend time on what matters — not just cut admin. The phrase gave the brand a story that was energetic, provocative, and action-packed. It captured not just what ActionFunder does, but the spirit of the people behind it — and the communities they support.
How to write brand
messaging that
sparks a movement
The outcome
From screen to billboards
The idea landed instantly with the ActionFunder team, board, and PR partners.
No over-explaining required.
Today, Give AF is live on billboards across London and being showcased at major conferences. More importantly, it has given ActionFunder the spark and
momentum its brand needed — a voice impossible to ignore.
Beyond Words
GIVE AF* is more than a strapline. It’s a rallying cry that reflects ActionFunder’s mission and connects directly with the people they serve.
For Cohesive, it’s a reminder that the right words don’t just tell a story. They spark movements.
