Background & Introduction

    Jordan's response to the humanitarian crisis in Gaza has pioneered a new standard of care for amputee children in under-resourced areas.

    This innovative work has begun to attract attention from medical and philanthropic professionals beyond the Middle East. Having operated largely out of public view since its inception, the venture is reaching a point where anonymity may be impeding opportunity. A thoughtfully designed website is a fundamental step toward claiming your space and sharing your stories.

    Storybeat is an Emmy-nominated, Clio Award-winning producer of film and video, episodic television, photography, podcasts, websites, and custom digital tools. We have advised and created content for numerous domestic and international nonprofits, and it would be an honor to develop a creative partnership with your organization.

    In the slides that follow, we'll outline our goals for the site and the process by which we'll achieve them.

    The Website

    The site design and its underlying architecture will reflect the program itself — wholly uncomplicated in its purpose despite its complex and scalable foundation.

    The site will be built on a modular, future-friendly foundation, accessible and editable by credentialed users through a private portal that may ultimately be configured as a hub for field operations.

    Concise, compelling language will accompany images and video in an uncluttered, easily navigable layout.

    Imagery will be chosen for its ability to convey the optimistic spirit of the work, we'll anchor the site in an inspiring, reverent program reel.

    Collaborative Development

    After comprehensive conversation with key clients, we'll present recommended colors, fonts, logo, and iconography. With client approval, we will compose a style guide of brand standards which will inform the look and feel of the site and brand collateral to follow.

    Design & Build

    Creatively guided by the visual standards developed above, we'll create the architecture of a scalable site, with an eye toward ease of self-published content and cross-platform integrations. The site will launch with a visually inviting homepage that clearly states 1) the organization's mission; and 2) the minimum amount of other information that might be required to give the visitor a basic understanding of the organization.
     
    Non-essential information will be thoughtfully organized and displayed on dedicated pages and posts throughout the site, the most important of which will appear in the site's header navigation. Additional features will be determined as the creative process yields new ideas and opportunities.

    Language & Tone

    Fundamental to the site's effectiveness are the headlines, captions, and body copy. Informed by previous materials and in collaboration with client, we'll compose thoughtful, readable copy free of jargon and cliche. We’ll present review drafts in mockups of the pages they’re meant to appear, knowing that context will impact their perceived tone and readability.

    Passages that can be repurposed for press releases and other public communications will be included in the formal style guide.

    Video

    We’ll anchor the site in a short video that encapsulates the organization and its mission. We’ll use existing footage captured in the field, and we’ll seek to interview key leadership in the UK and Jordan, whose unscripted responses will be edited into a narrative that conveys the program’s urgency and authenticity.

    Self Reflection: The Existential Value of a Name

    A clear, intentional name costs nothing for an organization to acquire, yet has more enduring impact than any video, website, or ad campaign money can buy. It comprises the first words spoken when someone mentions you, and shapes the listener's impression of the words that follow. In the best cases, a name alone an create an emotional connection.

    Like all intangible assets, it evades rigid quantification. Its value, however, is readily apparent in several practical considerations. Chief among them: a name built on commonly used words creates enormous challenges for SEO and organic online visibility.

    It can be difficult for any organization to reimagine something as fundamental as its very identity — and this is precisely what we advise you to do.

    Having operated until now largely out of the public view, you have a unique opportunity to adopt a powerful new name without the costs and constraints typically associated with a company rebrand.

    Because, while Restoring Hope speaks broadly to the initiative’s impact, its ambiguity and passivity leave unclaimed the opportunities created by a more powerful name. While there are many different directions we might explore together, I invite you to to consider the name I'll present on the next slide. I've sat with it for several weeks now, and it has only grown stronger.

    Signaling the gravity of the mission and evoking the rich history of its operating arena, we propose a new identity: The Sycamore Project.
    Image

    The name is rooted in the timeless symbol of the sycamore tree—a source of shade, strength, and renewal throughout the Middle East. The image evokes resilience, shelter, and the possibility of new life taking root, even in the harshest soil.

    Whether the name is adopted verbatim or inspires an iterative process, we'll endeavor to build a brand identity that reflects the importance of the work.

    Time to completion: 45 days from signed SOW
    Cost as presented: $30k
    Background & Introduction

    Jordan's response to the humanitarian crisis in Gaza has pioneered a new standard of care for amputee children in under-resourced areas.

    This innovative work has begun to attract attention from medical and philanthropic professionals beyond the Middle East. Having operated largely out of public view since its inception, the venture is reaching a point where anonymity may be impeding opportunity. A thoughtfully designed website is a fundamental step toward claiming your space and sharing your stories.

    Storybeat is an Emmy-nominated, Clio Award-winning producer of film and video, episodic television, photography, podcasts, websites, and custom digital tools. We have advised and created content for numerous domestic and international nonprofits, and it would be an honor to develop a creative partnership with your organization.

    In the slides that follow, we'll outline our goals for the site and the process by which we'll achieve them.

    The Website

    The site design and its underlying architecture will reflect the program itself — wholly uncomplicated in its purpose despite its complex and scalable foundation.

    The site will be built on a modular, future-friendly foundation, accessible and editable by credentialed users through a private portal that may ultimately be configured as a hub for field operations.

    Concise, compelling language will accompany images and video in an uncluttered, easily navigable layout.

    Imagery will be chosen for its ability to convey the optimistic spirit of the work, we'll anchor the site in an inspiring, reverent program reel.

    Collaborative Development

    After comprehensive conversation with key clients, we'll present recommended colors, fonts, logo, and iconography. With client approval, we will compose a style guide of brand standards which will inform the look and feel of the site and brand collateral to follow.

    Design & Build

    Creatively guided by the visual standards developed above, we'll create the architecture of a scalable site, with an eye toward ease of self-published content and cross-platform integrations. The site will launch with a visually inviting homepage that clearly states 1) the organization's mission; and 2) the minimum amount of other information that might be required to give the visitor a basic understanding of the organization.
     
    Non-essential information will be thoughtfully organized and displayed on dedicated pages and posts throughout the site, the most important of which will appear in the site's header navigation. Additional features will be determined as the creative process yields new ideas and opportunities.

    Language & Tone

    Fundamental to the site's effectiveness are the headlines, captions, and body copy. Informed by previous materials and in collaboration with client, we'll compose thoughtful, readable copy free of jargon and cliche. We’ll present review drafts in mockups of the pages they’re meant to appear, knowing that context will impact their perceived tone and readability.

    Passages that can be repurposed for press releases and other public communications will be included in the formal style guide.

    Video

    We’ll anchor the site in a short video that encapsulates the organization and its mission. We’ll use existing footage captured in the field, and we’ll seek to interview key leadership in the UK and Jordan, whose unscripted responses will be edited into a narrative that conveys the program’s urgency and authenticity.

    Self Reflection: The Existential Value of a Name

    A clear, intentional name costs nothing for an organization to acquire, yet has more enduring impact than any video, website, or ad campaign money can buy. It comprises the first words spoken when someone mentions you, and shapes the listener's impression of the words that follow. In the best cases, a name alone an create an emotional connection.

    Like all intangible assets, it evades rigid quantification. Its value, however, is readily apparent in several practical considerations. Chief among them: a name built on commonly used words creates enormous challenges for SEO and organic online visibility.

    It can be difficult for any organization to reimagine something as fundamental as its very identity — and this is precisely what we advise you to do.

    Having operated until now largely out of the public view, you have a unique opportunity to adopt a powerful new name without the costs and constraints typically associated with a company rebrand.

    Because, while Restoring Hope speaks broadly to the initiative’s impact, its ambiguity and passivity leave unclaimed the opportunities created by a more powerful name. While there are many different directions we might explore together, I invite you to to consider the name I'll present on the next slide. I've sat with it for several weeks now, and it has only grown stronger.

    Signaling the gravity of the mission and evoking the rich history of its operating arena, we propose a new identity: The Sycamore Project.
    Image

    The name is rooted in the timeless symbol of the sycamore tree—a source of shade, strength, and renewal throughout the Middle East. The image evokes resilience, shelter, and the possibility of new life taking root, even in the harshest soil.

    Whether the name is adopted verbatim or inspires an iterative process, we'll endeavor to build a brand identity that reflects the importance of the work.

    Action

    Time to completion: 45 days from signed SOW
    Cost as presented: $30k