CHALLENGE

The Uplift Fund is a COVID-19 emergency relief initiative by YMCA, supported by Park Hotel Group, created to assist individuals from the Hospitality and F&B sectors. In collaboration with Bravo, we were tasked with designing the Uplift Fund website. Limited resources often leave non-profits with weak UI/UX, where unclear communication leads to high drop-offs driven by low user trust. Addressing this challenge was essential.

SOLUTION

Guided by three pillars — Simplicity, Clarity and Positivity — we designed a platform that is intuitive and easy for anyone to navigate. By structuring a clear “information journey,” users move naturally from understanding the fund, to checking eligibility, and finally to applying or donating. This step-by-step clarity builds confidence and reduces friction.

We also highlighted how donations directly support recipients to provide transparency and build trust. A bright, uplifting tone shaped the messaging, illustrations, and colour palette, creating an environment that encourages support through positivity rather than sympathy.

IMPACT*

S$850,000+ raised
1,096 recipients uplifted
3,815 family members benefitted

Learn more here.
_{*Statistics by YMCA & Park Hotel Group}