Classy is a SaaS company helping nonprofits raise money, connect with donors, and make an impact on the world. They provide white-labeled donation platforms and API integrations to track supporter engagement.

Classy also provides marketing resources to help nonprofits mobilize their communities, helping them to solve social problems.


At almost 10 years old, Classy had only recently upgraded from their original 90’s, gradient-style logo and was behind on web standards, like responsive coding. The brand’s visual approach needed a connection to the compassion they stood for, while their digital presence needed a consistent, modern framework.

I worked on creating marketing collateral, defining and solidifying the brand, and creating new workflows to streamline internal processes.


I cleaned up logo misuses and established a proper identity system to strengthen the brand.

I also directed photoshoots and incorporated story-telling videos to transition Classy from a disarray of illustration styles to focusing on the human faces behind the efforts.

Previous uses

New guidelines


Working closely with the Marketing team, I redesigned our lead generation templates (webinar, email, podcast) after rounds of user-testing and data analysis.

I also streamlined our internal process by creating custom templates for Marketing to easily update content, which simplified our workflows.

Previous Webinar Layout

New Webinar Layout


Working closely with our two videographers, I helped draft storyboards and art direct shoots for internal promos, like the HR recruitment video below.

Motion and stills are courtesy of the extremely talented videographers, Brad Hilton and Jean-Philippe Angers.

© Rachel Leake 2020. © Classy.