01 - The Brief
Advocating for An Accurate Representation of America's Children in the Census.
The Count All Kids (CAK) Campaign is a public outreach effort comprised of advocates, state and local policymakers, complete count committees, service providers, and other stakeholders interested in improving the count of young children in the census and demographic surveys.
Every census since 1980 has been less accurate than the one before when counting America’s children. This has significant impacts, as the census is often used for the next decade to define a vast number of financial aid programs, government grants, and city budgets, meaning inaccurate data can lead to a lack of much needed support for some communities. Count All Kids is a campaign working to change that.
The CAK team reached out to Rivetry with two problems: Their visual identity was lacking professionalism, and their website was lacking functionality, making it difficult for members to use or find the resources they need. Our work began with the goal of refining their visual identity without losing brand equity in their core logo design, and to redesign their website from the ground up with their users and internal team in mind.
Capabilities:
Logo Design
Brand Strategy & Visual Identity
Icon & Pattern Design
Photo Editing
Web Design & Development
Site Architecture
02 - The Solution
Focus on Motivating, Mobilizing, and Educating their Community
After exploring a range of different graphic styles and directions we could take CAK’s visual identity, we focused in on the core persona that was most likely to interact with the website. While many types of organizations work with Census data and were likely to reference Count All Kids, the unifying thread behind them all was their motivation: they were advocates, wanting to impact policy and public resources to support children, and the next generations to come.
Using this mindset as our foundation, we built a visual identity inspired by Civil Rights era advocacy posters, infused with a modern and tech-forward design system that presented CAK as the organized, prepared and heartfelt organization they always were.
Using a color-coded system, we completely re-organized CAK’s library of 300+ articles, webinar recordings, and other resources. The new organization system was highly automated and flexible for future expansions as the campaign began helping organizations prepare for the upcoming 2030 census, and once a resource was selected, we made the core asset exceptionally easy to find and download. Ultimately, the website was tailored to the end user, and optimized to support their different interests and goals.
03 - The Outcome
