Coe Lacy | Illustration & Design

Nutrilite Power of 5

The Power of 5 was a program focused on eliminating childhood malnutrition under the age of five worldwide. The mechanism for doing so involved distributing packets of supplements called Little Bits, developed by Amway and Nutrilite. The Power of 5 engaged business owners throughout their global network through education, resources, and fundraisers. I led their team through a comprehensive brand refresh.

Disciplines: Art Direction, Illustration, UX / UI Design, Branding

After several years of work done by disparate agencies applying inconsistent graphics standards, the Power of 5 team wanted to refresh their look by simplifying and bringing it more in line with Amway Global standards. The goal was to get customers to reengage with the program and introduce it to a growing overseas audience.

I began with a light simplification of the logo and adding horizontal and black and white versions for more flexibility. To bring more focus to the heart of the cause, I created photography standards that leveraged the beautiful photo assets taken on on location to place the children helped by the program front and center.

Community arts class. Credit: Cultivate

Full color logo

Sample layouts

Illustrative and annotative icons

The handprint in the Power of 5 logo adds a natural human touch to the logo, and I wanted to carry that thread through to the rest of the identity. I created a series of illustrative and annotative icons and symbols that were used to highlight important statistics, illustrate value, and create patterns to support the messaging.

Pattern swatches

Isolated photography

I created an extensive brand standards guide to cover both messaging and visual identity to ensure consistency with overseas markets. Samples and templates for general marketing materials we also provided, along with Adobe Illustrator pattern and symbol swatches to streamline adoption.

Brand Standards Guide

Refreshing the Power of 5 website required creating a tool that could be used to gather donations. I worked with developers to create a widget that could be easily packaged would be platform agnostic. We created a standalone, embedded Javascript plugin that ran off a cloud server and processed payments through stripe.

User testing with overseas markets revealed the tool was very usable, but there was a snag in communication. In certain markets, asking for money directly was considered rude, so we reworked the approach to focus, once again, on putting the children first. Prompting users with "How many children will you help?" not only eliminated the concerns but also created a stronger connection with the cause.