WCA
ART DIRECTION | UI & UX | WEBSITE DESIGN
Washington Conservation Action (WCA) is a nonprofit that aims to protect people and nature. For over 50 years, WCA has brought people together to solve Washington’s most critical environmental issues. WCA cares deeply about the land, air, water, and communities that sustain us and fairness in the political system.
Project Brief
WCA contacted New Theory because they designed their other nonprofit site, Washington Environmental Council. However, they decided to merge two websites into one, WCA. Within this challenge, they were in the middle of a brand refresh that would be more appealing to the younger demographic to get them involved with social justice and climate issues.
The Challenge
In partnering with New Theory, we collaborated to create a new website to consolidate two websites into one to create the new WCA website. WCA was in the middle of a rebrand while working with them, and we had minimal examples to pull from other than their social media assets.
Their new branded assets were vibrant and playful and used hand-drawn elements. Although they liked their previous site design, it needed to align with their new unique brand direction. WCA's mission was to target more Millennials and Gen Z audiences to get involved with their nonprofit organization.
Design Research
While I focused on finding design inspiration for the new site, New Theory met with the client, and based on their feedback, New Theory built a wireframe based on the site merger.
Inspired by WCA's new social media posts' bold and playful color palette, I pulled examples from Behance and Dribbble to elevate the overall design experience.
Initial Concept
After approving the wireframe structure, I gave the client 3-4 directions based on the design inspiration. WCA loved and was excited about all four options but chose options 2 and 3, which included hand-drawn elements similar to their social posts. In the final design, we merged those two landing pages to create the overall look and feel for the marketing site.
Responsive Site
After wrapping up the initial concept, we received the new brand identity and typeface from WCA's marketing team. We moved forward with the hand-drawn/collage look for the marque image and utilized vibrant earth tones throughout the site.
The new site became cohesive with its unique brand standards and social posts to gain more user engagement with the younger generation.
Design System
Before the site launch, I built a light design system for New Theory's development team for ease of site maintenance and brand standards.
Credits
Devon DeLapp (Creative Director), Alyssa Lipton (Project Manager), and the team at Washington Environmental Council (WCA).