Role
Creative Director
Practice Areas
Brand Development, Content Strategy, Messaging, Creative Direction, Illustration, Art Direction, UI Design, Visual Design, Interactive Storytelling
Challenge
Cambodian Children’s Fund (CCF) is on a mission to end poverty in one of the most at-risk communities in Cambodia. When we first met the organization, their donor base was primarily comprised of a small network tied closely to the founder. While this business plan had been successful, it wasn’t sustainable. The CCF team knew they needed to increase their audience of recurring donors, and a new site was the best way to do that.
Through early discussions, it became clear that it was not just the site that was limiting donation potential. The real challenge would be landing on a messaging strategy and brand identity that could help tell a more complete story about the work the organization does.
Approach
Our primary objective was to shift the focus away from individual narratives and shine a spotlight on the community-driven efforts that define CCF's approach to tackling poverty. We collaborated closely with the CCF team to redefine their brand narrative, centering it around the community and their dedicated local staff and predominantly Cambodian leadership. We struck a balance between conveying the urgency of their mission and inspiring hope for the future. To provide a clearer structure and more resonant offering, we restructured CCF's complex array of programs into four key categories, inspired by Maslow's Hierarchy of Needs.
After transforming their story into a compelling narrative that better showcased the organization's impact and approach, we reworked the brand’s core identity to emphasize the human aspect of the work they do, featuring authentic photography and a vibrant design language inspired by Cambodian culture.
Results
The final product was an adaptable, user-friendly system ready to evolve alongside the organization. A streamlined donation process and flexible CMS complete with a customizable library of modules allowed Cambodian Children’s Fund to easily scale and expand the site in their mission to end poverty and foster enduring change within their community.
Credits
Rachel Avallone
Alyson Burke
Lindsay Klostermann
Kylie LaCour
Jess Lyons
Shawn Meyer
Lisa Oliver
Jerrod Philipps
Becky Solomon
Stacy Westbrook
Steven Wise
Grace Young
Made at Owen Jones
