The SRI team was looking to renew their website to present the coalition in a more clear manner, improve the user experience to promote navigation of the website and position SRI’s website as a reliable source of Human Rights information.
Other goals were to translate the website to Spanish, French and Russian, and to comply with accessibility standards.
We suggested a visitor-centric communication strategy: a site that supports the visitor’s goals, is conceived from their perspective and caters to their needs.
While this might seem obvious, it is frequently the case that a site is conceived as a description of the organization and its offerings, rather than being a response to How can we help you?
In order to achieve the goals, we focused on:
- A well crafted information architecture to make the site structure is easy to understand for all audiences
- Clean, open design that promotes easy scanning and readability
- Component-based architecture for page flexibility
- Graphics and illustration to support content, provide visual cues and information, and make the visitor experience pleasant
Finding the Coalition's Voice
Finding a way to present a diverse, global coalition of organizations was a particular challenge of this project. To achieve it, we had brainstorming sessions with each of the members with the goal of discovering the style and personality that best reflected the group.
In the end, we landed on an eclectic visual style, derived from images taken from textiles and pottery from all the places where the SRI is present. We made a collection of images that represented each country, and mixed them creatively to produce the visual style for the coalition. For the color palette, we tried to use the colors of the members logos.
Through that process, we achieved a style for the SRI that reflects its diverse and collaborative nature, and presents it as a human, warm, radical, rebellious and professional coalition.
Strategy | User Experience (UX) & Information Architecture | Systems architecture | UI Design | Illustration concept & production | Back-end and front-end development | Content strategy & data entry | Editors manual production | Training and tutorial production | Quality Assurance | Accessibility review