The brand personality
Research and stakeholder insights informed us that the website needed to communicate and focus on the successes of collaboration with business, with the key message of working together to end modern slavery front and centre, steering away from the ‘naming and shaming’ approach taken by other NGOs.
Through distillation of the visual and written brand expression, we arrived at four key personality traits—passionate, impactful, communicative and collaborative—which we brought to life through the distinctive look and feel and ‘voice’ of the website.
Integrate with the new vision and brand strategy of The Mekong Club. Move away from being perceived as a typical NGO.
Tackle the problem of modern slavery. Be positive, focusing on success and progress rather than naming and shaming.
Showcase the team, board and association members, and working together to find solutions that make a difference.
The new website
While the previous design – with the use of strong images and colours – was perceived as intimidating and aggressive, the new look and feel has a calm, positive but serious tone.
It speaks to business audiences and encourages collaboration.
By grouping key stakeholders into different user groups and understanding their needs, we were able to create an intuitive navigation system based on user journeys, such that the website experience was intuitive for all use cases.
Responsive for mobile
The website is fully responsive, ensuring content be seen across different devices and formats.
We really appreciate the systematic, professional approach used by your team to design and operationalise our new website. The outcome is a functional tool that addresses all of our needs. The positive feedback from our partners has been significant. We are so happy with the outcome.