Koto has revamped GoFundMe's brand to reflect its growth beyond individual fundraising into a more expansive giving ecosystem. Known for peer-to-peer fundraising, GoFundMe has expanded its offerings after acquiring the nonprofit platform Classy, adding features like Giving Funds and Intelligent Ask Amounts. The challenge was to maintain the brand's emotional impact while showcasing this diversification. Koto's solution was the Progress Circle, a modular design element that symbolizes collective generosity, moving beyond its original function as a simple progress indicator. This Progress Circle is integrated across GoFundMe's entire brand, influencing everything from product design to marketing materials. Koto also refined the GoFundMe logo and updated the color palette, keeping green central to represent its grassroots origins while adding a broader spectrum of colors for clarity and warmth. Typography was updated with a custom typeface, GoFundMe Sans, designed to enhance readability and convey a friendly tone. Imagery and motion elements were refreshed to highlight community and optimism, with clear guidelines for different audiences. Creative director Caroline Fox emphasized the challenge of creating a coherent brand identity that captures complexity without oversimplifying it. GoFundMe's head of brand, Dave Carlson, stated that this evolution is a foundational step, allowing the brand to adapt and grow alongside its mission of fostering everyday acts of help.