END IT Movement exists to end modern day slavery. They raise awareness and partner with other organizations doing great work to fight this injustice.
As such a visible organization, branding and design are vital. First, we helped craft the digital strategy. Then we designed and built their website. We encountered a couple key tensions that shaped our strategy and design. Here are those tensions and the direction we decided to go:
Engaging, but Not Playful
Because the issue itself is so heavy, we wanted the site to be engaging and accessible. With heavy topics, people become desensitized and avoid hard conversations. We designed an engaging website, without being too playful as to trivialize the subject matter.
Designed, but Not Polished
The grassroots feel of the movement needed to be reflected in the brand and website. We wanted a user to feel like their voice mattered. A polished website sends the opposite message: we have it all together and your voice does not matter. We wanted the user to feel empowered — both in the digital environment and in the real world.
A few specific ways we implemented these tensions:
- Poster builder — we created a tool for users to design their own posters. Users select from a library of images we curated, or upload their own. We included filters, text editing, and a drawing tool.
- Interactive design — in countless places around the website that the users actions make small changes to the design. One example – as they scroll over a grid of ‘X’s, the ‘X’s rapidly change format, and remain on the last format after their cursor rolls off.
- Sticky Scroll — as you scroll down, some image blocks stick in place, even as they change images. This helps the user transition between sections without much friction.
END IT Movement is evolving. As a trusted partner, we still serve as a partner we’re right there with them to chart new territory. We are working on the next version of the site to help them leverage a new approach and future opportunities.
Read more about the END IT movement here.