Gamindo is the first platform where people can convert time spent by playing video games in donations to no profit organisations. Gamindo is more than just a gaming platform, it’s an online application with a dedicated team of developers, marketers, designers and technical support gurus that are passionate about create a charity donatation system. We’ve designed a brand identity built around a custom logo and bold color, the identity highlights the remarkable gaming spirit and provides a cohesive visual language for launching. We worked closely with Gamindo leadership as a team. We start visual identity work with deep research of brand metaphors and attributes. Gamindo’s leadership came up with more than twenty main attributes to describe themselves, and for each attribute we had different supporting descriptions. The collaboration led us to three strong attributes: donation, gaming, connection.  As people say, the devil is in the details. To get the right feeling of a visual brand identity even the roundness of corners matters. And sometimes that leads to a design challenge, as it was in our case. Defining the shape took more time than usual, but at the end of the day we successfully overcame this challenge.