MAKE A DIFFERENCE FOR ANIMALS
A new brand identity and a new website to fight together for animals, people and the environment.
Since 1983 IDA US fights for animal rights. They asked us to renovate the organization’s brand identity, developing a new logo and restyling the website. Our main challenge was to create a new identity in which key visual elements were maintained, but within a fresh and inspiring feeling. We also developed a new website based on a multi-level information architecture, able to answer specific communication needs for every single running campaign aimed at defending animals, humans and the environment from abuses and exploitation.
For the redesign of IDA US logo, we developed a composition to renovate the pivotal elements of IDA US brand identity. We identified a new color palette and a new font that ensure an original and yet durable result. The overall rebranding process resulted in a new visual identity able to better convey the organization’s values and objectives.
The main goal of the redesign of IDA US website was to nail down a new structure for a great number of contents that required to be featured online. To optimize the information architecture we started by analysing the website performances and analytics: this process led us to identify scenarios and personas as well as high-priority activities.
OPTIMIZED USER FLOW
To facilitate the website’s navigation, especially in its mobile version, we organized the user flow around graphic elements and shortcuts (e.g. fixed buttons and launchers). These solutions allowed for a huge improvement of the user experience and simplified the process of accessing information, by offering alternative routes and an optimized funneling mechanism.
The activities of IDA US are based on multiple campaigns that run simultaneously. To answer these communication needs, we designed a flexible template for campaign mini-sites, which can be easily customized with text, visual elements and specific calls to action.