Today’s fundraising pros are expected to deliver revenue with a tech stack that’s stuck in the past. Kindsight is on a mission to fix fundraising, with a fully connected, AI-powered fundraising platform. Working closely with their executive team, Gold Front created their category POV and brand—and gave them a new name that matches their uncanny insight into finding the best donors. Kindsight.

When we met iWave (now Kindsight), they had recently merged with three different companies and were working around the clock to turn an array of products into a single, powerful platform for fundraising. To say they had outgrown their original category, name, and brand would be an understatement. So we got to it.

Our work began by naming the lack of fundraising tech that Kindsight solves: The Fundraising Blindspot. We went on to tell a story of how they are fixing this problem with a revolutionary new category: The Fundraising Intelligence Platform.

Next up—naming the company. We stress tested 1,000+ names until we found the one that said it all and felt right. Nonprofits are powered by unwavering kindness. Now have the donor insights they need to succeed. The new name fit like a glove.

Finally, we crafted a visual identity anchored in these same themes. Earthy greens and warm maroons evoke both human and financial growth. The hand-drawn illustrations depict scenes of work done from the heart. At the center of Kindsight’s new “K” is an eye shape—invoking insight and a brighter future ahead.

Altogether the new category POV, brand, and name, position Kindsight as the category leader that they are, and set a bold new path for fundraisers to do more of the good that they do.