National CMV Foundation Website Refresh
The National CMV Foundation was looking to reimagine their online presence. We started by auditing the design of their current website and making professional recommendations.
Refresh site design through the use of color and layout structure for a lighter, softer, and less masculine look.
Revisit typography selection.
Update link and button styles.
Organize and tighten up the spacing of elements.
Consider more modern use and integration of design elements such as photography, color fields, and typography.
Photography throughout the site is authentic but there is an opportunity to make it more emotional.
Explore a 3rd color in the brand palette to help with usability and make the site feel more feminine. It currently feels very clinical and rigid.
Enhance the prevention section with preventative tips right on the homepage. Tease some of the content in the call-out area.
Update site iconography.
The original site was in need of a new look. It was very heavy and blocky and utilized a very masculine palette. The client was in need of a presence that reflected the NCMV brand more closely. Something much cleaner and gentler on the audience.
After reviewing the current website it became clear that we needed to soften the palette in use to appeal to the personas while still keeping the seriousness of the content. This was achieved by using a purple overlay on the photos and the addition of the mint green color to the palette.
Typography weights were lightened giving it a more sophisticated resonance.
Removing the container boxes around the content and banding the content areas full width modernized the page.
Adjusting the icons to be thinner and more detailed made them much more engaging.
The use of mint to hold content across different pages of the site made it much more scannable and focused.
Reducing the weight of the footer and removing the dark grey around it also brightened things up.
The client was very excited about these updates and is mirroring all other marketing collaterals to the new approach (brochures, banners, business cards, etc.).
Internal Elements Overview
The design system had to be unique to NCMV brand while allowing the user to complete their goals as efficiently as possible. Donate! Donate! Donate!
Quick & Dirty Digital Style Guide