I led a simultaneous brand refresh and website redesign for the Cancer Nutrition Consortium, an amazing nonprofit that focuses on the nutritional needs of people going through cancer treatment and recovery.
Ojectives
The organization’s website was in need of a major update. In addition to the introduction of new, consistently produced content, the team at the Cancer Nutrition Consortium also wanted to add robust eCommerce capabilities to the website. Since this was a major update to the organization’s main point of contact with its audience already, the decision to simultaneously update the brand’s guidelines was an easy one.
The Attention Span team, in partnership with our development partners at Adjacent, took on the project enthusiastically, and I took the lead on both the brand / style updates and the website.
Solutions
The first thing I and the Attention Span team tackled was the new site’s structure. Together we came up with a plan for the organization of existing and new content. While we looked at that, I led design direction for the brand and the new website, exploring different ways to modernize the brand including: updating its color palette, choosing new typefaces, and rethinking illustration and photography styles / overall art direction.
This all conveyed the approachable nature of the organization without sacrificing its air of professionalism.
An added component of the site redesign I managed was working with two incredibly talented food stylists to produce new food photography for the CNC’s collection of recipes. Together we landed on a clean, simple, and comfortable look for these recipes to ensure they felt as approachable as possible. The new photography also couldn’t feel out-of-step with the existing photography on the site.
These were also used in the Cancer Nutrition Consortium’s Cookbook.
Results
The website, which has won awards both for visual appeal and content, is not only a more modern, user-friendly hub for expertly-created resources, but it also better represents the Cancer Nutrition Consortium, allows the organization to handle donations in-house, and can offer continuing education unit (CEU) courses for chefs.
Monthly users also increased significantly over the course of the first six to eight months after the site’s launch to around 3-5k users.
The new and updated brand guidelines also helped modernize the rest of the organization’s design assets / collateral and informed the design of the CNC cookbook.
