Activation and Strategy & Analysis

Driving change with a dynamic and authentic website refresh.

The ask.

Thorn is a growing nonprofit on a mission to create a world where every child is free to simply be a kid by building technology to defend children from sexual abuse. After developing a refreshed brand internally, Thorn was in search of a partner to build a new website that brings their revamped brand to life for a variety of different audiences — from tech companies, law enforcement agencies and policymakers to parents and youth. 

The truth.

Every site visitor has a role in Thorn’s mission. While Thorn’s initial ask was for a segmented experience for each of their target audiences, we knew the most important function of the site was to drive all visitors to take action. Whether someone is looking for resources for their child or building technology to keep all kids safe, if we build a UX that allows all visitors to easily find what resonates and tell Thorn’s story in a way that connects, anyone can be moved to support the work.

The solution.

Through workshops and review sessions, we combined our marketing, SEO, web and creative insights with Thorn’s subject matter expertise. This collaboration was essential to carve out a multi-path site architecture that accounted for all audiences.

Site execution included:

  • Industry-specific and broad nonprofit market research
  • Development of sitemap and user journey strategy
  • Keyword research and recommendations
  • Custom illustration development
  • Extensive technical requirements and functionality
  • Visual execution to meet Thorn’s new brand guidelines
  • Strategic and impactful copy that drives emotion and action

The impact.

Thorn’s new site is cohesive, approachable, human and action oriented. Beautiful visuals, thoughtful interactivity and dynamic storytelling are found across all 30+ pages. With clear paths to get involved or donate from anywhere, the refreshed site is now a hub for fundraising, education and positive change.

A website with heart. 

Integrated branding. 

Custom, emotive illustrations.

Leanne Prewitt

President & Chief Executive Officer

Shaped by her background in creative direction, Leanne leads the agency’s culture and creative vision and also oversees the operations that allow a team of marketing, design and media specialists to create powerful and effective work for their client partners.

Leanne began her professional career in New York City working for some of the nation’s leading agencies. In 2016, after a five-month sabbatical around the world, she returned to her hometown and joined Ervin & Smith. Her global perspective and expanded professional experience influence the work she does today.