Better Donor Conversations Start Here
We created a category-defining brand (and octopus mascot!) for a new AI-powered platform for fundraisers.
The Challenge
Mallory Erickson came to us with a big idea: build an AI-driven practice platform to help fundraisers grow their skills, boost their confidence, and raise more money.
She had the vision and a brand new platform. But she didn’t yet have a brand that matched.
This new product needed to stand entirely on its own and be completely separate from her personal coaching work. It needed a clear identity, a distinctive voice, and a unique personality that would stand out in the nonprofit tech space.
She wanted the brand to feel bold and innovative, while still grounded in empathy, authenticity, and purpose.
Oh, and one more thing: it had to be fun.
The Solution
We led Mallory and her team through a full branding journey, from deep discovery to visual design, to bring the Practivated brand to life.
Together, we built a brand that feels like a world-class coach with a big heart: optimistic, observant, and unafraid to try new things.
The brand strategy and messaging system we developed created space between Practivated and Mallory’s personal brand, while still channeling her values and voice.
At every step, we pushed for clarity by defining what Practivated is, who it’s for, and how it helps.
The result?
A brand that’s smart, supportive, and completely unlike anything else in the space.
Meet Tivvy.
One of the most important (and unexpected) outcomes of the branding process? Tivy — a tentacled, optimistic, slightly cheeky octopus who has quickly became the face of the brand.
Tivy wasn’t part of the original plan.
But as we explored Practivated’s tone and coaching philosophy, we started to imagine a character who could embody the brand’s core traits: intelligent, adaptable, encouraging, and a little playful. And Mallory was all in.
Tivy now lives at the heart of the Practivated experience, showing up across the platform and making it feel approachable, warm, and deeply human. When the brand launched, fundraisers fell in love.
Comments poured in across social media:
“100% enamored with octopuses.”
“We Love Tivy!!”
Tivy is more than a mascot — she’s a strategic asset. She captures attention, sparks joy, and reinforces the product’s core promise: you can grow your fundraising skills in a space that feels safe, supportive, and fun.
The Solution
Practivated launched with energy, clarity, and confidence and the brand made an immediate impression.
A clear, compelling voice
This voice is one that fundraisers instantly understand and connect with.
A strong, standalone identity
Separate from Mallory’s personal brand, yet still full of her passion and purpose.
A powerful emotional hook
Tivy invites people in, makes the platform memorable, and aligns perfectly with the brand’s promise.
A platform ready to scale
The brand is flexible, thoughtful, and built for growth — ready to adapt as Practivated continues to expand its reach.
Deliverables
Brand Strategy
We led the Practivated team through a strategic branding process from deep discovery sessions to defining purpose, mission, values, and personality. This work laid the foundation for a brand that’s clear, confident, and completely distinct from Mallory’s personal coaching business.
Messaging Framework
We helped clarify what Practivated does, why it matters, and how it shows up. This has resulted in messaging that speaks directly to fundraisers with a warm, empowering, and bold voice. The internal alignment it created has been a key driver of early momentum.
Brand Voice & Personality
Together, we shaped a voice that is optimistic, supportive, and never stiff while capturing the spirit of a world-class coach with heart. This unique tone now runs through everything Practivated puts into the world.
Visual Identity Design
From logo to color palette to type system, we designed a visual identity that’s fresh, approachable, and unmistakably Practivated. Every element was crafted to stand out in the nonprofit tech space — and to support the brand’s welcoming tone.
Custom Mascot Development (Hi, Tivy!)
We created Tivy the Octopus as a brand ambassador and character who embodies the platform’s values: adaptability, intelligence, creativity, and connection. Tivy has quickly become a beloved and highly shareable symbol of the brand.
Ongoing Web Design Support
We continue to support the design and evolution of Practivated’s website, ensuring the visual identity, brand voice, and user experience remain cohesive and compelling across the entire platform.
Practivated is a practice platform for fundraisers, built to help them grow their confidence and skills through AI-powered coaching. Founded by Mallory Erickson, Practivated offers a safe space for fundraisers to get better — and feel good doing it.
Working with Liminal has been one of the best decisions I’ve ever made. I knew Practivated’s brand had to be completely different from my coaching business, and honestly, I was nervous about how to make that happen. Then I met Bill and Todd – they immediately got it. They listened deeply, asked the hard questions, and held every fear, concern, and ambition of mine with such care and creativity. Liminal helped me bring this new brand to life in a way that’s bolder, clearer, and more full of heart than I ever imagined. I couldn’t have done it without them.”
— Mallory Erickson, Founder of Practivated
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