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Campaign for the Fair Sentencing of Youth

Brand refresh and updated website for an essential nonprofit

Punch - The Campaign for the Fair Sentencing of Youth Desktop and Mobile Devices

The Challenge

In the United States, children too often receive extreme and unfair sentences for crimes. The Campaign for the Fair Sentencing of Youth, a nonprofit organization, works to end the practice of sentencing children to life in prison without the possibility of parole. The organization leads, coordinates, develops, and supports efforts to implement just alternatives to these sentences. The website includes mountains of important information, from valuable resources to historical data to Supreme Court cases. But as this information grew, it became harder for users to navigate and too complex for internal staff to organize. What’s more, the look was outdated. CFSY reached out to Punch to create a refreshed website that is easy to browse and reflects the importance of their mission. 


We began the project with research. It was important for us to learn as much as we could about fair sentencing in the United States in order to create accurate messaging as well as the appropriate hierarchy for website content. Next, we put together three different creative themes. Each theme prioritized a different part of the CFSY message, and used different visual elements to produce a different tone. The creative theme selected combined sketch-like drawings with bold imagery of people, generating a concept that was approachable, but also emotional. The next step was to put together the sitemap and wireframes, highlighting the new website architecture as well as design. After collaborating with the client, we applied the design to the wireframes. A primary challenge we wanted to solve was access to information on the website. As a result, we created new pages as well as a resource library. These new additions helps organize information in a logical manner, enabling users to quickly find what they need.

Scope of Work

  • Full Rebrand
  • Brand Messaging 
  • Website Design & Development
  • Marketing Collateral


The revamped CFSY website now has a look that is as compelling as the organization’s mission. The new architecture helps users find what they need fast, and the new look is clean and captivating. A new resource library enables easy organization for the internal team, saving time and eliminating frustration. Finally, intentionally placed call-to-actions helps drive donations and have increased the time-on-page for website visitors. Now, The Campaign for the Fair Sentencing of Youth can continue to rally support and focus on a critical issue that affects so many nationwide. 

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Now, The Campaign for the Fair Sentencing of Youth can continue to rally support and focus on a critical issue that affects so many nationwide.

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