New things just smell good. From babies to leather shoes—they all smell their best at the beginning. The scent of a new car is so cherished you can get it in a bottle. And apparently, you can even buy that new book smell in aerosol form.

If only new websites had a scent. I’d buy that bottled.

10x10 logo

2012 has brought with it a facelift to Our goal was to make the online hub for our film and campaign better reflect our mission, aesthetic, and commitment to storytelling.

A prime goal of the site redesign and execution was to take advantage of the fact that we are, first and foremost, storytellers. We wanted to take visitors through an engaging narrative of how educating girls can truly change the world. So we designed our site to be a rich visual experience.

We’re making the most of our vast library of photographs taken so far during production—a collection of some 40,000 images—by presenting most of our content in the form of large slideshows. So far, 90 different photos can be found throughout the new site’s pages from around the world. We hope that every page gives the user a taste of “the story” of the 10x10 film and campaign.

But just telling our stories, without finding ways for visitors and audiences to help, would be irresponsible. A central piece of the 10x10 campaign is to inspire and facilitate real action for girls. That’s why we’ve partnered with some of the world’s leading NGOs to provide you with a menu of meaningful ways to take action to empower and educate girls. Working with these partners, our goal is to drive one million specific actions for girls around the world.

I sincerely hope you enjoy the new site and would love to read your comments below. Do you like it? What works? What doesn’t? How can we continue to improve the experience?

Special thanks to the talented designers at _ theLIFT and Ryan Lum at _ Infiniden_ for the front-end development._