The Foundation for Advanced Education in the Sciences (FAES) is a nonprofit whose mission is to support the education, well being and culture of the National Institutes of Health community. Since its founding in 1959, FAES has trained over 16,000 scientists through its graduate school, introduced more than 30 core biotechnology training workshops, provided health insurance for NIH fellows, and hosted social and cultural events to enrich the campus community. The challenge for the foundation was to create an online destination where the NIH’s wide range of audiences could better understand FAES’s important — but very different — roles and resources.
Using insights shared by NIH fellows, students, faculty members and board members during our Discover360 process, idfive created a fully responsive website that connects visitors to departments, services, documents, logins and event information. But this effort evolved into more than just a web project; it became an opportunity to rethink the organization’s brand and message. We refined the FAES brand position, using compelling imagery and streamlined copy to tell a more meaningful story of the organization’s mission: to be the non-profit, academic and cultural partner that “does what the NIH can’t” for its thousands of researchers and staff.