Role
Creative Director
Practice Areas
Brand Development, Content Strategy, Messaging, Creative Direction, Illustration, Art Direction, UI Design, Interactive Storytelling
Challenge
Cambodian Children’s Fund (CCF) is on a mission to end poverty in one of Cambodia’s most at-risk communities. When we first connected with them, their donor base was tightly connected to the founder, and while this was a successful approach, it wasn’t sustainable for long-term growth. CCF needed to broaden its donor base, especially recurring donors, and a new website was seen as a key piece of that puzzle.
But as we dove deeper into discussions, it became clear that the site itself wasn’t the only obstacle. The real challenge was rethinking how they communicated their story. CCF needed a messaging strategy and brand identity that could authentically convey the full impact of their work and reach a larger, more diverse audience.
Approach
The goal was to shift the narrative away from individual stories and focus on the broader community-driven efforts that define CCF’s approach to tackling poverty. We worked closely with the CCF team to redefine their brand narrative, highlighting the importance of their local leadership and dedicated staff, most of whom are Cambodian themselves. We emphasized how CCF’s success is built on a community-centered approach, combining urgency with hope for long-term change.
To simplify and clarify their message, we restructured CCF's complex programs into four key categories, drawing inspiration from Maslow's Hierarchy of Needs. This not only brought focus to the many ways CCF supports the community but also helped potential donors quickly understand how their contributions make a direct impact.
We reworked the brand identity, ensuring it reflected the human element of CCF's work. We used authentic photography and a vibrant design language inspired by Cambodian culture, bringing a sense of life and warmth to their digital presence.
Results
The new website provided CCF with a flexible, user-friendly platform that could grow with their needs. A streamlined donation process made it easier for new donors to contribute, while a custom CMS allowed the team to easily update and expand content. The site’s adaptable structure ensures that CCF can scale its messaging as they grow their donor base and continue their mission of ending poverty and driving lasting change in Cambodia.
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
