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First Five Years Fund

Helping Childhood Advocacy Take Shape

  • Nonprofit
  • Branding
  • Content Strategy
  • Website

Goal

The First Five Years Fund (FFYF) is an influential advocate for early-childhood care and education. They engaged NJI to amplify their advocacy and legislative content among federal and state advocates, business and thought leaders, and policymakers.

A young boy in a white polo shirt and blue jeans jumps with a playful expression against a solid blue background. Geometric shapes in white, including circles, squares, and triangles, decorate the bottom of the image, reflecting the joyous and vital spirit supported by early-childhood advocacy from First Five Years Fund (FFYF).

Results

NJI crafted a new brand, logo, and website that conveyed a clear and compelling need for equitable access to affordable, high-quality care and education for children. The new visual identity, coupled with a stronger site design and functionality, delivered persuasive advocacy messaging to diverse stakeholders spanning local, state, and federal levels.

A white background featuring two clusters of gray, textured shapes. On the left, there are six elongated oval shapes arranged in a star-like formation. On the right, there are five circular shapes arranged in an X pattern.
A white background features two sets of shaded, irregularly shaped ovals arranged to form distinct patterns. The set on the left resembles a circle, while the set on the right is arranged in a triangular shape.
A logo consisting of several geometric shapes arranged to form a design on a white background. The shapes include a circle, a semicircle, two rectangular segments, and a triangle arranged to create an abstract symbol. The design is in a sketchy, hand-drawn style.
A smartphone displaying a website with the text "The First Years Last Forever." Below the text is an image of a young child playing with colorful building blocks. Geometric shapes in various colors are scattered around the smartphone against a dark blue background.

Strategy

We developed a new look that yielded a clearer, more compelling representation of FFYF’s purpose. The new logo incorporated five shapes, symbolizing the first five years of childhood development and providing continuity with their original logo. We paired this with a playful, vibrant color scheme, while still adhering to a sophisticated palette appropriate for policy audiences. 

Our team overhauled the front-end experience to establish user-friendly pathways to content, while a back-end content management system added powerful yet manageable information architecture, content search and filtering, and other capabilities. The new website offered intuitive navigation of advocacy and legislative content for all audiences.

A vibrant display on a purple background showing various First Five Years Fund promotional items: a brochure with a smiley face graphic, an image of children lying on the grass smiling, geometric shapes, and a business card with the fund's logo.
On the left, an open magazine shows a smiling child with the text "stronger, smarter, healthier." On the right, a bus stop advertisement features four happy children lying in a circle, with the "First Five Years Fund" logo and text about bipartisan advocacy.
A brightly lit conference room featuring a long table with chairs around it. The white walls are decorated with colorful geometric shapes, and a flat screen TV is mounted on the wall. Books and magazines are displayed on modern white shelves to the right.

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