Women's Refugee Commission

Turning a story into an intuitive digital experience that rallies support

A group of women in bright colors

Raising awareness of the refugee crisis.

The Women’s Refugee Commission (WRC) is a non-profit organization focused on building a better, safer world for refugee women and children displaced by crisis.

The WRC wanted messaging that resonates beyond the halls of the UN and to raise awareness to secure essential funds. But their digital experience at the time wasn’t doing either.

Crafting an engaging visual narrative that educates

The WRC needed a website that was intuitive and easy to use. The language had to be universal. With clearer information, people could easily learn about and support their fundraising efforts.

With a bold new strategy, their website now rallies support through the following.

Easy to navigate

Thematic five core issues at the front and center.

Approachable

Replacing industry lingo with strong brand statements.

Action-oriented

Making it easy for people to learn and take action.

Educational

Making it easy for people to learn and take action.

Building human connections to deliver a clear message.

We needed to develop a deep understanding of how WRC had changed as an organization since the launch of their existing website.

Diving deep into a discovery process spanning ~4 months, we gained a solid understanding of the diverse perspectives, opinions, and goals of program directors and staff.

It was essential to hear their voices.

By building these close connections, we were able to produce a messaging architecture in sync with their humanitarian goals. And visual messaging that had an impact while being sensitive to the subject nature.

Card sorting workshop with the WRC team led by Radish.

Careful visuals that complement the cause.

We restructured their color palette, shifting their signature red from a foundational color to a highlight. Neutral grey and charcoal tones were introduced to create balance. Now their brand color provides a distinct accent while preserving brand equity.

Nuanced typography was introduced, with a serif font used for impactful headers.

Images are core to visual messaging, but they have to be picked thoughtfully. We selected photos that elevated and brought dignity to the people photographed.

    Creating access to essential information.

    To make their website user-friendly, it needed restructuring and reorganizing. There was no clear navigation or page hierarchy, causing users to leave the website before getting to know what the WRC was about. We started by migrating their old website from Joomla to WordPress.

    With the move, we were able to build a better URL taxonomy and categorize pages in a way that made it much easier for users to find relevant pages and take action.

    Making it easier to learn more

    We worked with the WRC team to inventory and audit decades of materials. Publications and reports, toolkits, presentations and more were reorganized, retagged, and migrated into a format that allowed users to view this large body of work while also being able to quickly access specific and related resources of interest.

    our process

    Strategize

    Understanding the people and their direction deeply. Then building a strategy that works.

    Rebrand

    Making their visual imagery work for the brand.

    Reposition

    Creating core messaging that speaks to more people.

    Restructure

    Migrating and reorganizing their website so it’s easy to use.

    On-going support

    The WRC have been happy to keep us onboard to track analytics and fine-tune pages to optimize performance. We also converted their “I’m Here” training course into a web package for users to receive training while self-isolating due to COVID-19.

    What was really impressive was their willingness to stand behind their creative vision, which is really what we were paying them for. They did more than offer technical expertise or put up a website; they gave us guidance on how to best demonstrate our strengths to the world.
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    They foster good communication and make sure both teams are on the same page. Their support makes it much easier for us to make informed decisions.
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    National Alliance of State & Territorial AIDS Directors (NASTAD)
    Their exceptional communicative style made this project run more smoothly than I've experienced with other vendors; they were open, honest, and clear, which are incredibly beneficial to the successful execution of a project.
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    Climate Central
    Radish Lab takes an amazing, holistic approach to client work. They were extremely adept at helping us develop our vision for the site, keeping to our established schedule, and finding creative solutions for any obstacles that arose. They are highly talented, motivated, and exceptionally personable.
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