Feeding the Future: A Human-Centered Redesign
Newman’s Own Foundation is the philanthropic arm of the food company Newman’s Own, founded by actor Paul Newman. The Foundation is committed to nourishing and transforming the lives of children facing adversity—and proudly dedicates 100% of its profits to purpose. They approached our team to redesign their website in order to better reflect their mission, improve user experience, and modernize their digital presence.
Client
Newman’s Own Foundation
Skills
Creative direction, wireframing, web branding, data visualization, design, development
01
Web Branding
Evolving the Visual Identity
The first step in redesigning the Foundation’s website was to modernize its visual identity. We updated the color palette by shifting supporting tones, creating a more vibrant and refreshing feel. We replaced the previous sans serif typeface with Saans, a more refined and sophisticated font, and commissioned custom illustrations by Andrea Onishi, to complement the existing food-themed ones by Fanny Gentle. We also curated and retouched photography to achieve a cohesive aesthetic throughout, while eliminating large circular crops to improve balance and whitespace.
02
Site Navigation
Solving for Content Discoverability
One of the biggest challenges prior to the redesign was content discoverability. Where are the grantees located? Why does the Foundation fund what it does? What are its priorities? When and how can someone apply for funding? A review of the sitemap revealed that much of this information was either buried in unclear sections or missing altogether. The new navigation system was thoughtfully restructured to clearly organize content, making the Foundation’s most sought-after information intuitive and easy to find.
03
Data Visualization // Design
Designing a Dynamic Impact Report
The Foundation also expressed a strong desire for a dynamic and engaging Impact Report. We created a robust single-page experience that presents key statistics, highlights, and facts at a glance—offering visitors a high-level overview without requiring a deep dive. Features like simple animations, a custom pizza graph, parallax motion, and illustrated data points make scrolling through the Impact page both informative and delightful.
Honoring the Legacy of Paul Newman
A key requirement was honoring founder Paul Newman. While younger generations may recognize the food brand, many don’t know the story behind the man who started it all. The board emphasized the importance of sharing Paul’s legacy. A dedicated section featuring iconic quotes, a visual timeline, and Paul’s story ensures that visitors understand his vision and the origins of the Foundation.
The Grantee Partner Map
A new but essential feature was the introduction of an interactive grantee partner map. Previously, it was difficult to locate this information, and even harder to understand where grantees were based. The redesigned map, now prominently placed in the top navigation, allows visitors to easily view the geographic distribution and details of each partner—all in one place.
