Rich Pay
Creative Director
In their own words
how do we bring people, planet and profit together under one brand that speaks to everyone the same way?
They didn't need to hide that they're a successful commercial business and not a charity because they're giving so much back and helping to change entire communities. They just didn't know how to bridge that gap.
We wanted to make sure we didn't go down the same route as charities, avoiding any clichés and just doing something different to other brands in the sustainability category.
We gave GiftTrees the confidence to be unapologetically themselves. We proved that doing good can be part of business every day.
People buy people.
Articles & interviews2
- MOKSi Rebrands GiftTrees as a Purpose-Driven, Profitable Business
Liverpool brand studio MOKSi refreshed the identity of Manchester-based GiftTrees, an organisation that lets restaurant customers contribute to agroforestry projects in Sub-Saharan Africa. Built around the proposition "impact made easy", the identity uses a leaf-and-bow logo, Please Display Medium and Outfit typefaces, and a green palette accented by vibrant purple, orange and red. The work was tested with customers after launch and received a 95% approval rating.
- War Child’s Secret 7" Returns With 700 Mystery Artist Sleeves
The article explores the realities faced by independent agency founders in their first year, highlighting the emotional, financial, and structural challenges of leaving established agencies to start small studios. Through interviews with founders across the UK, it reveals a shift toward smaller, more agile creative teams responding to changing client expectations and tighter budgets. The piece positions 2026 as a pivotal year for indie studios redefining the creative industry landscape.