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Ellie's Hats

Website for non-profit providing support for children with cancer

The Challenge

On average, 1 in 285 U.S. Children are diagnosed with cancer before age 20. Cancer is the 2nd leading cause of death among children ages 1 to 14. It’s a disease that touches all walks of life and seemingly everyone on the planet. Ellie’s Hats, a non-profit in the DMV area, was founded to help children with cancer and their families through providing hats, financial assistance, care packages, special events and more. As Ellie’s Hats impact grew and its services expanded, the organization needed to update their branding and messaging accordingly. The team reached out to Punch to revamp the visual identity, messaging and website to help drive action and increase the organization’s impact.


Our partnership with Ellie’s Hats started with a discovery meeting between the two teams. We talked about their mission and vision, learned more about the organization’s important history and discussed the role of the website. We also researched similar non-profits, looking at how these organizations were successfully promoting their mission, positioning their services, fostering support and connecting with others in a meaningful way. After the discovery phase, Punch’s content and strategy teams collaborated to create the Ellie’s Hats 2.0 brand. This included everything from developing an expanded, more vibrant color palette to creating a more modern look and feel that felt both professional and approachable. We then followed an efficient process to turn the theme mood board into comprehensive branding — including icons, button styles, image treatments, font systems and more. Next, we entered the website development phase, building the sitemap and wireframe, writing website copy, and applying our new branding to the website design. Additionally, we created supplemental marketing materials such as an “interview-style” video featuring the founder/CEO, filmed and produced in-house to authentically articulate what Ellie’s Hats does and why their work is so crucial. From start to finish, we collaborated efficiently and effectively while holding weekly check-ins with the client, enabling us to create an updated brand that not only looked fresh, but strategically positioned Ellie’s Hats to continue their critical work for years to come.

Scope of Work

  • Website Design & Development
  • Video Production
  • Ongoing Creative Support


The new Ellie’s Hats brand and website has been instrumental in helping the organization receive more donations, generate more press and ultimately provide more support to those who need it most. We’re proud to still work with Ellie’s Hats today, providing ongoing creative support including marketing materials, videos, event branding and more.

Visit Website

Ellie's Hats now has a platform to communicate with families, donors and the general public to drive support and raise awareness for this important cause.

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2700 S. Quincy Street, Suite 220
Arlington, VA 22206