The Giving Plate
Brand & Identity, Strategy, Content & Copy, Web & Digital
CASE STUDY
The Giving Plate
A financial infrastructure brand built for startup founders, from strategy through a mobile UI dashboard.
Lionel Lowery
Brand Identity, Website, SEO, Graphic Design, Brand Photography, Email Marketing
At The Giving Plate, every purchase comes with the option to buy a meal for someone else. This is not a campaign, but integral to how the business operates. The cafe has an attached floral studio, so when building the brand identity, botanical iconography ran through the brand to connect both spaces. A circular motif repeats, reinforcing the mission that giving comes back around.
I built their website focusing on local SEO and keywords, along with integrated newsletter signup to notify users on new specials. Within the first week they gained over 400 subscribers the first week and saw growth along with strong engagement across multiple campaigns. I set up their social accounts, created brand icongraphy and illustrations that could be used, and built a Canva template library to increase efficiency, delivered production-ready signage files and worked with their printer, along with several assets such as a menu design.
The visibility helped secure two television features: NewsChannel5 Nashville and ABC 13WBKO along with Humana Health, helping the Giving Plate further grow their community impact.
LOGO SUITE
Logo variations.
Primary Logo
Secondary Logo
Submark
VISUAL IDENTITY
Design direction.
PROCESS
Putting it all together.
The mark and the palette were only the starting point. From there, the same discipline had to hold across a five-screen mobile dashboard, the deck used to pitch it, and the landing page. Nothing shipped that could not be traced back to the same three rules: obsidian black, a single acid-green accent, and language that displays its clarity.
That discipline extended to the copy itself. Every claim left on the page has to be one the product can actually back up, so a revision pass went through the site, the deck, and this write-up in the same sitting: unproven testimonials came out, jargon like "Dark-Pool" became plain language, feature labels were made to match wherever they repeated, and every contraction was cut. The result is a brand that reads the way the product works, precise, controlled, and aimed.
DELIVERABLES
See it in action.
APP SCREENS
Overview
Balance, burn, and runway at a glance.
Liquidity
Live ledger, per-account cash position.
Burn
Scenario modeling, runway forecasts.
Cards
Virtual Obsidian Card, spend limits.
Transactions
Cross-border transfers, transfer log.
PITCH MATERIALS
BRAND ICONS
LIVE MOCKUPS
start with the audit
The clearest way to know where your brand stands is to look at it objectively.
Run the free audit, get your report, and if it raises questions worth talking through, that conversation is always available.
Or book a call
At The Giving Plate, every purchase comes with the option to buy a meal for someone else. This is not a campaign, but integral to how the business operates. The cafe has an attached floral studio, so when building the brand identity, botanical iconography ran through the brand to connect both spaces. A circular motif repeats, reinforcing the mission that giving comes back around.
I built their website focusing on local SEO and keywords, along with integrated newsletter signup to notify users on new specials. Within the first week they gained over 400 subscribers the first week and saw growth along with strong engagement across multiple campaigns. I set up their social accounts, created brand icongraphy and illustrations that could be used, and built a Canva template library to increase efficiency, delivered production-ready signage files and worked with their printer, along with several assets such as a menu design.
The visibility helped secure two television features: NewsChannel5 Nashville and ABC 13WBKO along with Humana Health, helping the Giving Plate further grow their community impact.
start with the audit
The clearest way to know where your brand stands is to look at it objectively.
Run the free audit, get your report, and if it raises questions worth talking through, that conversation is always available.
Or book a call