deciding on a visual direction seems to be a little more difficult then i thought it would be. After contemplating my target demographic which is 20-40 range and those 40-50 on the peripheral of that range i want to make the site with a clean contemporary style that will be accessible to both genders of that range. It is also targeting the middle class that might be into pop culture or trends. This will be aimed at mostly western countries and with european countries also kept in mind as well. 

ideas as far as a identity goes: things that come to mind. 

spider webs.. network.. webs, ropes, grid lines, connection, roads, highways, ripples in the water, water, fluids, spanning out, expanse, air, wind, propellers, sharing, gifts, hands, giving, piggy banks, light, light rays, 

after consulting with my mentor:

other goals: I want to redefine giving in a new perspective, a new way to give.. not your usual donation strategy.. more invested. maybe to emphasize the 'badge of honour' saying to the world 'yes' i am a 'donor' just like how people wear around reusable bags at the markets. (maybe good idea for take away). a mark that will find its way around virally and not just blatantly shouting 'make a donation' as this is not conducive to making people 'give' when asked to give.

maybe something to lead people to the site and a splash page that is going to engage this demographic and introduce them to a new way of thinking of donations. Maybe not around parting with money but emphasize 'change' and making a difference (many ways to do this)

thinking generously.. a new spin on normal words with images. a NEW WAY OF THINKING ABOUT GIVING

'I am You.. I..

cook 'cooking' -soup kitchens (feed)

clean 'cleaning' -back alleys

teach 'teaching' -developing countries

give 'giving' -clothing to homeless

build 'building' -sustainable farms

have friends - picture of people across the world in developing countries

have family - same as above

have a home - pictures of different homes 

spinning slot machine pictures comparison ending up on a whole picture of the world. connecting the world.. world turns into interface and expands on the world causes and signing up for a profile.. share generosity. share generosity icon ..

emphasis on the normal person giving in different ways. 

CAUSE filter comes with a world list. the mouse turns into a magnify glass over the many causes that are being added to everyday.. LOCATION button same thing. 

i don't want a usual interface that is going to be typical and boring.. i want something dynamic and evolving... maybe a set of circles that are floating and connected? set of lines? a web? use words like profile? has been used many times already something novel and more meaningful might want to be considered. 

DETAILS on cause should also be included and some way of saying connection to the other party without saying CONTACT though this might be simple there's got to be a better way of putting this.