Website and Visual Identity Optimization
The Children’s Defense Fund (CDF) website is an invaluable source of information on the state of America’s children, but in its previous state was difficult to navigate for both outside visitors and CDF staff members alike. To make matters more difficult, the organization’s visual identity was not optimized for the digital space and needed some freshening.
Our job at IBM was to transform how public visitors and staff experience CDF at every point of their digital journey – from social media, to CDF’s rich research library, to making donations – through visual branding and website design optimization.
The new site is optimized for both the public and CDF staff alike, with a revised information architecture on the front end, and an easy-to-update WordPress CMS on the back. CDF’s new visual identity embodies the spirit and mission of CDF: child welfare. It is playful, colorful, and energized and keeps the focus of CDF at top of mind always.