G-Unity Foundation

Services Provided: Strategy, Web Design, Web Development

Overview

The G-Unity Foundation is a nonprofit foundation established by rapper 50 Cent and his group G-Unit. The foundation provides grants to nonprofit organizations, and supports activities and programs that focus on improving the quality of life for low-income and underserved communities for urban children across the United States.

Scope of Work

Digital Ammo was hired to strategize, design and develop the first ever website for the foundation and construct a unified brand image to be used for digital marketing initiatives.

Challenges

The G-Unity Foundation brand has a strong association with its founder but no established brand identity for marketing initiatives. Our goal was to craft a new brand image that is more approachable for new partnerships with other nonprofit organizations, donors and individuals looking to get involved.

Approach

Both teams decided to make images of Curtis with the children be the focus of the website. We took a simplistic, minimal approach to the structure of the site, highlighting important achievements and events, with enough information for the user to understand the ethos of the foundation without being too overwhelmed with content. We used fluid page transitions and letter animations to create an elegant look and feel.

Conclusion

Both parties are extremely proud of the end product and it has received excellent feedback from both the public and board members. We continue to monitor user activity on the website to make content updates and other improvements over time.

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