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.