increase time spent by 53%
reduced bounce rate by 17%
increase facebook likes by 5x
Since 1988, Robin Hood has distributed more than $1.25B to help New Yorkers in need. Robin Hood challenged us to clearly explain how they fight poverty through a redesign.
Poverty is complex. We started by simplifying poverty into language that everyone understands – Mind, Body, and Opportunity. Fighting poverty starts by making sure New Yorkers have a place to sleep and food to eat. Only then can we build their skill sets and help them find new opportunities.
Beyond the Metrics
Robin Hood uses metrics to decide which of the 9,700 poverty fighting organizations in New York City to support. We wanted to highlight Robin Hood’s work beyond the metrics. When we met with the Program Team, we learned that each program officer made 40 site visits each year. Multiplied by 40 Program Officers meant that Robin Hood makes 1,600 site visits every single year. As a result, the entire redesign became based on introducing “R&D to TLC”.
New Visual Identity
We also used the redesign as an opportunity to create a new visual identity around hope. We shot new photography that shows how children and families are working their way out of poverty like a child excited to go to school.