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ABBIE'S ARMY

Website design and build on WIX and brand refresh

Abbie’s Army is a passionate, family-led charity in the UK, tirelessly raising funds for research into Diffuse Intrinsic Pontine Glioma (DIPG), the deadliest childhood brain tumor. The charity’s journey began after the heartbreaking loss of their beautiful daughter, Abbie, who passed away at age six following a short but brave fight with DIPG.

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I felt incredibly honored to be chosen for the task of redesigning their website and refreshing their brand, knowing the impact this charity has on the fight against this monstrous form of cancer. This wasn’t just about creating a digital space; it was about commemorating Abbie’s legacy and supporting the families who are facing unimaginable hardship.

THE CHALLENGE

Abbie’s Army needed a full website overhaul.

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Amanda, the Trustee and Founder, had one main priority: content was king. The families affected by DIPG, who visit the site, crave clear, honest, and easily understandable information about the DIPG. The old site had a lot of information, but it needed reorganisation and a fresh look to keep it from feeling overwhelming.

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Additionally, Amanda wanted a brand refresh that honored the charity's history while bringing in new life and vibrancy, making it child-friendly yet sensitive to the gravity of the cause.

Abbie's Army home page _ Made by Katie
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THE SOLUTION

  • Content First: I started by carefully extracting all the existing content from their old website. The goal was to reflow this important information in a way that was accessible, clear, and not overwhelming to visitors. The new site offers vital facts about DIPG without sacrificing readability, ensuring that families get the guidance they need quickly.

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  • Brand Refresh: While retaining the charity’s iconic hot pink and teal, I expanded the palette to include more vibrant tones like burnt oranges and yellow, drawing from the childhood cancer ribbon. Amanda loved the splash/paintbrush effect from their logo, so I worked this into the website design, adding playful splodges and splashes to represent the colorful, messy joy of childhood—because life with kids is rarely neat!

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  • Graphics & Illustrations: I developed a standout graphic of a stylised brain in child cancer awareness yellow, with the pons area (where DIPG occurs) highlighted in hot pink. Additional graphics were created to visually explain where DIPG is located in the brain, all in line with the updated brand colors. These visuals not only educate but also keep the focus on the children, which was core to Amanda’s vision.

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  • Family Stories: One of the most touching aspects of the new site was incorporating real-life stories from families affected by DIPG. Amanda reached out to the community, and the response was overwhelming. Every story is a tribute to the strength and love these families share, and featuring them on the website adds a deeply personal touch that honours the children and their heartbreak journeys.

THE RESULT

The new website is a vibrant, informative, and heartfelt space that serves both as a memorial and a resource hub for families facing DIPG. By putting children and their stories at the heart of the design, the site brings together emotion and clarity, offering community and information to those who need it most.

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This project holds a special place in my heart. It’s not just a website; it’s a platform for change, a tool to spread awareness, and a tribute to Abbie and every child impacted by DIPG. I’m incredibly proud of the work we did together and grateful to Amanda for trusting me with such an important mission.

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WHAT THE CLIENT SAYS:

Working with Katie on our new website was brilliant. She took the time to really understand the charity and our work with women worldwide. Through brilliant design and inspirational ideas, she gave us a clear vision of how we could completely revamp our website home page and structure, so it is both easier for people to understand, and to give greater emphasis to the stories of the women we work with.

 

The user journey is so much better, it is so much easier to read and engage with, and it looks so much better on a mobile. Thanks to Katie’s hard work, we are now in a position to greater encourage people to act and, ultimately, support and empower more women to better health around the world.

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Mark Mina, Head of Fundraising & Communications

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LIKE WHAT YOU SEE?

If your website is outdated, confusing, or simply not working for you, let's talk! I offer a free consultation to discuss your goals and how I can help you achieve them.

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My heart is in helping charities like yours make a difference. Don't just exist online, thrive with Made by Katie

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