Creating a digital rebrand and new web platform for Amnesty International Australia was a serious and immense responsibility – and a rare design opportunity.
From deep research and quantitative audience analysis, through a comprehensive digital communications strategy, to wireframing, prototyping, user testing, and then design – I lead the digital rebrand and web platform redesign alongside Agency Sydney’s Head of Digital, and Communications Director, creating a holistic and effective new digital brand for Amnesty.
Our aim was to allow Amnesty to make the subject of human rights personal again, rather than remote and abstract – so we crafted digital journeys through the new site that would deliver more meaningful and individualised experiences. The site learns what causes you care about, and provides personalised updates, allowing users to better see the impact of their support and actions.
Combining a bold geometric style with beautiful photography, the site design was rolled out throughout all of Amnesty’s digital communications across the organisation, via a comprehensive digital style guide – which then in turn even influenced the design of a premium print brochure for supporters.
The site redesign resulted in 17% increase in time on page, a 25% decrease in bounce rate, and an average 30% decrease in bounce rate across mobile devices. It also won an AGDA Award for design, and was a 2018 Webby Award Honouree.