Ellie’s Hats is a childhood cancer charity that aims to provide hats to children with cancer while educating and raising childhood cancer awareness. Inspired by one little girl named Ellie, the cause quickly blossomed into hope and joy for thousands of kids going through cancer treatments. By giving kids fun hats and showing that others are thinking about them, the hope is that it will help bring a little cheer to their day. In order to continue on a path of increased awareness, the company would need to revitalize its digital brand and collateral to accurately convey the impact and experience that set the organization apart. As a result, Ellie’s Hats turned to Borenstein Group with a strategic digital branding challenge to maximize the for support for more qualified traffic, social media exposure, increased donations and optimized brand awareness.