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 web platform that would deliver a more meaningful and individualised experiences, allowing users to better see the impact of their support and actions.
Combining a bold geometric style with beautiful photography, the site design compels users to act through strong UI/UX design, supported by the emotional connection that the imagery creates.
The new digital brand rolled out through the website design, digital style guide, digital communications and imagery guide, and supported the production of a range of internal and external digital media – 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 – and it won an AGDA Award for design, and is a 2018 Webby Award Honouree.