Al Jalila Foundation
Discover how we helped Al Jalila Foundation launch Charity of Choice as a credible program for corporate giving in the UAE.
Al Jalila Foundation is one of the UAE’s leading philanthropic institutions. They wanted to make it easier for companies to give in a structured way and actually see the impact. Charity of Choice was created to fill that gap in the CSR landscape.
Many companies want to do good. They do not always have the time, people or process to build real programs. CSR often looks transactional and unseen. Al Jalila Foundation needed a brand for Charity of Choice that felt trustworthy and easy to join.
Reframe CSR as meaningful, not transactional
Build trust and clarity
We positioned Charity of Choice as the program that does the heavy lifting, where companies participate and Al Jalila delivers the impact. The story had to be simple: join, activate, report
We built a visual system that signals credibility.
We wrote the lead line “Bringing impact to corporate giving” to make the purpose obvious in one read.
We created content blocks that explain the problem, the solution and the benefit for companies.
We applied the system to deck templates, information sheets and partner touchpoints so the Foundation team can approach corporates with ready material.
Charity of Choice launched as a standalone program that corporates in the UAE can trust and get behind.
A PROGRAM CORPORATES TAKE SERIOUSLY
Its own brand, not just another CSR initiative.
BUILT TO AL JALILA'S STANDARD
Every touchpoint carries the foundation's credibility.
READY TO PITCH
Decks, sheets and collateral that do the talking.
