Amnesty International Australia – Redesigning for human rights • Digital strategy, wireframing and design

Creating a complete digital overhaul for Amnesty International Australia is a serious and immense responsibility - and a rare design opportunity. The strategy and style we created informed an overhaul of the Amnesty digital brand - which in an interesting turn, then influenced future print work, creating a digital-first expression of Amnesty's identity that spanned multiple media.

In designing Amnesty's site and digital brand, I wanted to create something that captured their unmistakable voice, through an uncompromising style and sparse use of their bold and iconic yellow to drive action. I developed a strong, geometric design that left room for their gorgeous and often heartbreaking photography. We created a digital style guide, imagery guide, and rolled the brand out across internal and external media - and then into a premium print brochure for their 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's an AGDA Award finalist.

See the new site in action here.

Below, you can see the unique reminder system we implemented to keep users up to date with what they'd accomplished with Amnesty.

Eternally scrolling and contextually supplied news stories keep users engaged, and means they never hit a dead end.
The digital style guide was created as a simple and straightforward handbook for Amnesty staff and volunteers to understand how to create consistent digital content for any platform.

The digital design style informed the creation of future print work, for Amnesty's most passionate supporters.