Building the website for Ukraine's child-centered digital future

Ukraine for Every Child is a unified state platform that is reshaping how Ukrainian society thinks about child adoption and care. This initiative aims to simplify Ukraine's complex adoption processes and promote alternative care forms, such as guardianship and foster care.

Our challenge was to create a website that builds trust around a sensitive topic while avoiding both pity-inducing imagery and unrealistic cheerfulness.

Two small hands reaching toward each other in an embrace—this became our visual anchor. The concept centers on “care”—the core emotion we wanted every visitor to feel. This hug showcases the entire brand message—creating warmth without sentimentality. 

The manifesto section was initially planned as 100 points about child rights in Ukraine. We narrowed it down to 30 powerful statements, each of which includes social sharing functionality. Simple truths that resonate.

Gender-neutral children that could be any age, any story—this was our illustration challenge. We needed to show kids who looked simultaneously like boys and girls, aged somewhere between 3 and 16. Every child should not have tears, but neither should they have excessive joy. 

Our illustrations had to capture hope without ignoring reality—a transitional emotional state between sadness and happiness. Hand-drawn style with childlike quality—every illustration feels like it came from a child's sketchbook, creating an immediate emotional connection.

The main system font has gentle playful characteristics—not linear, not mechanical, not sterile. We added just enough avant-garde touch to support the childlike narrative without going full Comic Sans chaos.

Handwritten script elements mirror children's drawings, reinforcing the authentic, from-the-heart messaging throughout the site.

A large cat in the footer whose eyes follow your mouse cursor—get it? Cat and mouse? This subtle interactive element adds playful discovery without overwhelming the serious content. It's the kind of detail that makes users smile and remember the site, creating a positive association with the adoption process.

Through gentle animations and micro-interactions, we created emotional resonance that supports rather than competes with the crucial information architecture.