First Five Years Fund

Branding and Web Design

The First Five Years Fund (FFYF) plays a pivotal role in advocating for the importance of care and education for children under the age of 5. Energized by the significance of this mission - and inspired by tons of cute kid pictures - NJI Media completed a comprehensive rebrand of the organization's brand identity and rebuild of their digital presence.

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Project Brief

Through a comprehensive Discovery process, we identified the First Five Years Fund’s primary audience groups, outlined current challenges and opportunities in reaching those audiences, and developed a new brand identity that modernized FFYF and moved the organization closer to a true reflection of their mission, audience targets, and advocacy work.

Our Approach

Our initial approach to design was to maintain brand recognition with core audiences by simply updating and modernizing the logo. After careful consideration, we decided to create a completely new look that paid homage to the original identity.

It was important to utilize five shapes to symbolize the first five years of child development and to retain the concept from the original brand. Organizing the shapes into a “5” creates a mark that is more recognizable, impactful and can stand alone. The color scheme is playful to invoke the right mood but vibrant and dynamic to reflect the modern environment that the First Five Years Fund operates in.

To succeed with all stakeholders, the visual identity of the organization and website experience needed to seamlessly connect to new audiences while at the same time present intuitively organized advocacy and legislative content for policy-oriented audiences. Our Strategy, Design, and Development teams overhauled the site’s front-end experience to create intuitive pathways to all content, and a back-end content management system to add powerful yet manageable information architecture, search, content filtering structures, and other capabilities.

The end result is a beautifully designed brand identity and a highly engaging website packed with easy to find content that can flexibly expand to accommodate future needs.

Web Design

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