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.
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.
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.
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.
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.
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.
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.
