ANF Digital PR
Refined Online Presence
Concept
This client needed a multi-functional designer to come on board and guide the visual direction for their PR efforts. Design priorities included creating a professional first impression, building trust as a reputable organization, and fostering relationships with acupuncture practitioners, patients, and healthcare providers.
Tasks
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Redesign the homepage and a landing page for promotional & fundraising efforts
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Prioritize clarity and information hierarchy to make the website easy to navigate
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Create illustrated, animated promotional and educational videos timed to narration
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Create marketing images for social media
Purpose
The Acupunture Now Foundation has a vision to increase awareness of the health benefits of acupuncture and to dispel misconceptions of acupuncture being considered a "placebo". I was the sole designer for these projects and I coordinated directly with the President and a few key members for input on direction/design.
PROJECT ONE
Home Page Redesign​
When I was brought on, the home page design was confusing and difficult to navigate. First impressions hurt engagement and audience retention. The client sought a more refined look that would look professional yet friendly/inviting.
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The homepage felt disorganized and struggled to have a clear flow. Important actionable items were hidden among text and pictures. Messaging was focused on what the organization could receive from viewers, rather than vice versa. Additionally, the lengthy footer was crowded with content that vied for attention. Repeating elements resulted in visual confusion and cross-checking.
New Design
The aim of the new design is to feel inviting, informational, and guide the viewer on a structured information journey. Viewers need to clearly and quickly comprehend the content, including what services are provided, and what action items to take next. I used blue and green as their main brand colors and created the rest of the visual identity.
Revised header gives a clear indication of what pages are available to view.
Clear separation of the services the organization provides. The previous
design struggled to
differentiate between the two main target audiences.
Focusing attention on information regarding the ANF's current campaign.
Footer navigation organized to provide better directional sense for items to view next.
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Cohesive color scheme includes ANF brand of blue, plus dark grey and green.
Information hierarchy designed to invite curiosity and encourage browsing the rest of the website.
Clear actionable items provide next steps for viewers to take.
Social media icons arranged with a bright color to capture attention. Before, the icons appeared in many places throughout the page.
PROJECT TWO
Fundraiser Page​
After smoothing out the design for the home page, I took the same visual identity I had created and used those elements to create a mockup for a landing page they wanted to use for fundraising.
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PROJECT THREE
Promotional Videos​
I was requested to create 3 illustrated presentations. Premiere Pro was used to convert 2 of them into animated videos that were timed to the client's narration, and one was used as a presentation in front of a live audience. One of the videos is also shown in the landing page mockup above.
Overall Feedback
It was great being able to work directly with the President and play a role in key projects that boosted their visibility, fundraising objectives, and brand identity. I was able to suggest & incorporate my own feedback on the subject matter / messaging before I turned them into visual representations, which they cited as one of their favorite parts about working with me on these projects.