Robin Hood Foundation
Brand system and website for the philanthropy tackling poverty
A yearlong partnership to reimagine and produce a new brand system along with the website’s information architecture, content strategy, design, technology, and storytelling.
Founded in 1988, Robin Hood is New York City’s largest poverty-fighting philanthropy. They elevate New Yorkers out of poverty by funding, supporting, and connecting high-impact community organizations, partnering with government, and advocating for what works so that New York City can be an engine of upward mobility for all.
Madeo and Robin Hood partnered on reimagining the website’s strategy, design, technology, and storytelling. To make a bigger impact, we also refreshed the visual brand system with new typography and color palette for the website and across all forms of communication.
The new typographic system brings a contemporary bold sans serif font for succinct and actionable messaging. For secondary headings, in contrast, we drew inspiration from late 1880’s illustrated novels of Robin Hood and references that date back to the late Middle Ages. Both fonts are supported with a highly legible font for body copy that invites extended reading. Together, they expand the visual vocabulary that allows Robin Hood to tell more comprehensive stories.
The new color system introduces a dynamic approach to color hierarchy. More prominent colors guide users’ viewing and actions. Colors are informed by user interaction and animation. These interactions define how and when different accent colors show up, bringing focus to each action without overwhelming users with colors and information that compete for attention. More holistically, the overall approach centers people and their stories to the forefront of digital storytelling.
The new website expands Robin Hood’s capabilities to engage with a wide range of users. Madeo prioritized online fundraising and expanded forms of inviting users to get involved. By integrating the website with Salesforce and other APIs, users get to see up-to-date information about the hundreds of organizations that Robin Hood supports. These real-time integrations free up the Robin Hood team from updating databases and reporting to focus on more authentic storytelling that connects users with the people Robin Hood supports.
