The right words don’t just tell a story. They can spark a movement. ActionFunder, a Bristol-based B Corp, came to Cohesive with a brand messaging challenge. Their existing story wasn’t wrong — but it wasn’t alive.
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 process – listening, immersion, collaboration
At Cohesive, every brand messaging project begins with listening. We immersed ourselves in client conversations, capturing stories, challenges, and language that revealed what really mattered.
This wasn’t about clever wordplay. It was about finding the spark in ActionFunder’s story — the drive that united clients and team alike: empathy, urgency, and a commitment to make a difference.
Through collaboration with ActionFunder’s leadership and stakeholders, we began shaping a narrative that could speak to both sides of the platform — funders and community groups — while reflecting the brand’s radical transparency and disruptive edge.
The spark | GIVE AF* |
Out of good process came a ‘neon moment’ of pure creativity.
Two letters. One word. A big idea.
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
Great ideas don’t come from nowhere. They emerge from immersion, collaboration, and the courage to take creative risks. At Cohesive, this project reinforced nine principles we bring to every piece of brand messaging:
- Listen deeply | The strongest ideas come from client voices — from the words real people use to describe their challenges, values, and ambitions. Also take a look at Questions to help shape your vision and mission
- Find the spark | Look for the phrase, image, or idea that jumps off the page. Then push it bigger, bolder, and louder.
- Feel the vibe | Copy should carry energy as well as meaning. Active verbs, rhythm, and pace are what make words move people.
- Be brave | Messaging that feels a little risky is often the messaging that resonates most. If it scares you, it’s worth testing.
- Test the resonance | Share early. If it lands without explanation and sparks instant recognition, you know it’s working.
- Keep it human | The best messaging doesn’t just describe a product or service — it connects with people, their values, and their emotions.
- Work with constraints | Creativity thrives under pressure. Clear briefs, client input, and the discipline of boiling big ideas down to a few words help focus the magic.
- Collaborate openly | Bold ideas need brave partners. “Give AF” landed because ActionFunder was open to fresh thinking and worked with us to shape it. Great messaging is built with clients, not handed to them.
- Own the follow-through | A powerful line is just the beginning. To work, it must be executed with consistency and confidence — across campaigns, channels, and moments.
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.
"Thanks to Cohesive for sparking the movement."
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.
What do you think?