2ndMilk is one of the few organizations that provide nutritional aid to babies in Africa. It's difficult to convey the seriousness of the needs they meet to people that have never experienced it personally. The goal was to tell a complex story and capture readers' attention by conveying the emotion and explaining the mission of the organization in a clear and compelling way. This project began with an expansion of their branding, creation of a brand styleguide, and ultimately their website redesign with unique, and emotionally compelling photography and messaging.