V Foundation


  • Digital
  • Website
  • Victory Over Cancer

Not a moment to lose. The V Foundation rebrands JimmyV.org in a campaign to raise $200 million for cancer research by 2020.

UX/UI DesignFront-end DevelopmentBack-end DevelopmentResponsive LayoutWordpress
V Foundation
Agency Partner

Our Approach

We designed and developed a fully responsive, CMS-powered site that would maximize V Foundation's organic mobile search conversion and encourage long-term maintainability by the organization.

Jim's legacy and the foundation's history are brought to life in rich, immersive layouts, while other features and content types were identified in UX design and distilled into a series of modular components that are leveraged for diverse needs across sections of the site.

Designing the site's UI in tandem with V's rebranding efforts, we had an opportunity to inform the overall styleguide and brand hallmarks, with treatments that bring distinction to both JimmyV.org and other V material.

UX Design

Before writing any lines of code or setting any typography, our process began with an extensive audit of the previous V Foundation website.

We analyzed the sitemap and existing content structure, putting forward recommendations that would streamline navigation and support a handful of clear user stories.

While an improved Donations flow was a priority, JimmyV.org provides important Grant information for the research community, and has a number of grassroots endeavors that are not to be overlooked. Highly detailed user flows and wireframes brought greater focus to this content, and formed a strong basis for a robust back-end WordPress CMS.

A Record Setting V Week

The site launched just ahead of ESPN's annual Jimmy V Week. With a vastly improved mobile experience and streamlined Donations page, V Foundation raised more than $3.8 million for cancer research. That's more than $600,000 over last year’s total. Another huge leap towards victory over cancer.

  • 4M
    Record Setting V Week
  • 200M
    V's Commitment by 2020