Connecting people who have ideas with a crowd of funders. This is the idea behind Fund it. At launch, the idea of crowd funding was still pretty new so the identity and communication tools had to help explain the idea. The identity reflects the connective nature of the business. The colons in the logo act as a coupling device that allows the logo to expand into various relevant messages. We also highlighted the wide ranging activities that could be funded by presenting them in a spectrum of colours. This was to appeal to both creators and funders preferences. The simple circles from the logo also helped us illustrate the story and bring it to life in a short animation.