New client: Fairbridge Park, a venture fund for the underserved billions, hires Buena
A New York pre-seed fund backs founders solving health, wealth and planet problems for billions. Its thesis is sharp; its story isn’t. It asked us to fix that.
Most people give to the causes they love and then, without knowing it, invest against them. They give to clean water and own shares in the companies that pollute it. Newday Impact set out to close that gap, and on August 1, 2025 it brought Buena in to give the idea a name, a brand and a home.
Your donations and your investments are on different sides
The company was called New Day. It was building one platform to do three things: assess what you care about, line up your donations and investments with it, and follow the impact.
The numbers it works from make the problem plain.1
The gap Causeway exists to close
- 77%of people invested in ways that hurt the causes they care aboutA figure Causeway publishes on its homepage.
- 68%of investors who don’t know how to align their money with their valuesA figure Causeway publishes on its homepage.
- 13%offered impact options by their advisorsA figure Causeway publishes on its homepage.
The whole of it, at once
This wasn’t a logo job. Buena took on everything the new platform would need to meet the world.
A name
One that says what the platform does: connect people’s money to the work they believe in.
A brand and a pitch
An identity, a voice and the pitch deck to carry them.
A site and an app
The website and the experience of the app, designed as one story.
Where it went
The name became Causeway: a raised road across water, a way through where there wasn’t one. Within weeks there was a mark drawn in fine parallel lines, a brand built around one word, actionism, and a promise to match: make your money fight for causes as hard as you do.
The new site went live on September 23, 2025, eight weeks after the work began. Buena stayed on to build the app’s design system, and in February 2026 Causeway went live on the web, iOS and Android. The full launch story is in New Day becomes Causeway.
Causeway and Buena
August 1, 2025
The work begins
Buena takes on naming, brand, pitch deck, website and app experience for New Day.
August 15–20, 2025
The mark
The logo and typeface are chosen for connection and flow.
September 23, 2025
Live
causewayimpact.com opens with a waitlist.
February 2026
The app
Causeway goes live on the web, iOS and Android.
A good intention needs somewhere to go. Causeway set out to be that road, and Buena got to help build it.
