Chariaid is a unique bid auction with a difference. The lots offered are brand sponsored, money-can't-buy items. These may be experiences or product bundles. Bidders decide how much they want to bid - and depending on the type of auction either the highest or lowest unique bid is the winner. Then ALL of the bid is donated to charity.
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Ethics and charitable values are extremely important to us as a brand. We consider ourselves an ethical company, and would like the identity to convey this.
As a brand we have a number of audiences - obviously the end-user, but also brands and charities who we want to engage with.
We've also come up with a strapline, which could be included in the identity - Bid. Win. Give.
As a target audience, we are looking at young professionals who enjoy their lives, want to do something different but also want to give to charity.
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