Race Forward presented two fundamental challenges: 1. Uplevel the website to boldly express the dynamism, depth of commitment and passion of the organization; 2. Powerfully simplify calls to action such as donating and attending events, and navigation and ease of understanding for the myriad programs, research, initiatives, media, events, resources and services Race Forward offers.
OUR WORK | Brand Relevance
New site to support the advancement of racial justice
- Generate Interest
- Race Forward
- The Ask
- Showcase the breadth and dynamism of Race Forward with a new site and visual language
Generate Interest
Highlights
- Website redesign
- Brand refresh; digital brand language
- Brand design sprints
- Content strategy
- Wireframes and site design
- Website development using Drupal
- Generate Interest
- Race Forward
- The Challenge
- Simplify the complex and elevate the visual language
A key challenge was zeroing in on the correct model for the site: should we select a primary emphasis (such as the wealth of media offerings, or services for organizations), or present the Race Forward’s breadth of activities as comprehensively and clearly as possible?
When the latter was decided, Propane held visual brand design sprints to develop the right moodboard to capture equitable imagery, bold colors, and energy and boldness. We partnered with Race Forward’s content agency to uplift the content design and brand with a compelling visual language.
- Generate Interest
- Race Forward
- The Results
- An equitable, visually bold site to support powerful messaging
Propane designed a site that can grow with Race Forward. The visual language emphasizes strong imagery and fearless use of color and typography.
The site can organically grow and expand; we developed the site using Drupal, working closely with Race Forward’s internal web team to ensure that they can maintain and expand the site with ease.
