January 20, 2016

Rebranded and Redesigned: The New 1,000 Days

Allen Hopper • UX Lead & Creative Director

We are excited to announce the launch of a new website for 1,000 Days, a pivotal organization working on the front lines of early-childhood nutrition.

1,000 Days is a leading nonprofit organization working to ensure a healthy first 1,000 days for mothers and children everywhere. The organization was founded in 2010 by then-Secretary of State Hillary Clinton with the backing of the U.S. and Irish governments, The Bill & Melinda Gates Foundation, and other nonprofit organizations. In 2015, 1,000 Days became an independent 501(c)(3) U.S. public charity. In their five year evolution, they expanded their international focus to include a domestic audience by building partnerships and campaigns that bring attention to the issues that affect both the world’s and America’s youngest children. This recent transition to an independent nonprofit signaled the perfect time to revisit their brand and the ways in which they connect with advocates and supporters.


Beginning with the brand

We began by refreshing their logo and visual identity which had become tired and unrepresentative of them as an action-orientated, passionate organization. The new visual elements needed to be accessible to domestic and international audiences of all types, from mothers-to-be to policy makers. Building on the strengths of the existing logo, we brought their logo to a fresh and contemporary place, deriving supporting elements like an expanded color palette and typography treatments around it.


Rethinking and redesigning

For the website, we started with a blank canvas, crafting an entirely new experience on WordPress that empowers 1,000 Days to connect advocates and supporters in new, meaningful ways. It does this by:

  • Creating a fluid and compelling user experience that guides users to key information and actions, including arming advocates with essential information on the issue and highlighting the global challenges in a fresh and visually rich format
  • Appealing to diverse audiences, including new mothers and their families looking for support in their 1,000 day journey
  • Informing supporters of the many ways in which they can take action and fight alongside 1,000 Days, including taking part in social campaigns, petitions and staying informed
  • Connecting policy makers to their wealth of publications and resources that support the fight against this global issue
  • Building a communications platform for 1,000 Days to post regular updates and keep their supporters up-to-date with the latest initiatives and research
  • Helping 1,000 Days sustain connections with their supporters via a transition to a new CRM platform, NationBuilder, which tracks supporter participation and works as a donation and email marketing tool
  • Offering clear information about 1,000 Days, a timeline of their story, and foundational principles of their mission


We are grateful for our partnership with 1,000 Days and we are looking forward to continued engagement with them in 2016!

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