This is actually the third generation of this site, the first generation was my second website ever, so we go way back. The primary goals of this site were to establish a strong online presence, inform all visitors of the services available, and establish a trusted online area to receive donations.
Along with this particular brand, they really specified that they’re color story was pink with a pinch of green. Pink representing Breast Cancer awareness and the green to represent the monetary “pinch” of donations. They also emphasized the brand was to be described as feminine, soft and loving.