Kinder Ground

Details

Kinder Ground is a small organization with big dreams of meaningful impact in the farming industry. Connecting with like-minded folks across North America, their grant-based model supports those seeking to develop new and innovative ways to improve the quality of life of animals born and bred into the food production pipeline. They believe that while not everyone has the means to support a vegan or vegetarian lifestyle, there are other purposeful ways to support a more just world for animals, as well as dedicated farmers.

The project began with the creation of a digital style guide from scratch for the Kinder Ground team, who came armed with only a logo. Mirroring the logo’s farm-inspired landscape, the website achieves an approachable openness through a warm, natural palette and soft, rounded design elements. Subtle typography choices also pay gentle homage to food packaging and the food production industry.

The website was designed to engage the organization's key audiences, streamline information about granting and applications for potential grantees, and to highlight proof of impact, mission oriented language, and frequent Donate calls to action for potential donors, partners and large scale supporters. The site's core focus is on showcasing grantee projects, galvanizing not only donations but grant applicants. Featured projects are updated annually to reflect the organization’s yearly highlights and showcasing the innovation of grant recipients hoping to improve the comfort and quality of life for their animals. Dedicated project lists organized by animal help farmers quickly see what work is being funded in their sector, and how it could be applied or furthered in their own day-to-day farming.

An on-site application form streamlines the granting process, with a blank form available for download so potential grantees can plan their applications.