Indego Africa, a non-profit social enterprise and retailer, needed to appeal to a younger, more digitally savvy consumer. We built Indego a custom website that represents their progressive brand’s mission and ethos while showcasing all the components of their business.
- Web Design and Development
- Content Strategy
- Art Direction
A Media company changed.
Indego Africa approached The Charles to completely redesign their website and unify their brand online. The organization had been through several online revamps over the years but none of them clearly communicated the youth, spirit and innovation that drives the organization.
Their old site was full of primarily text-based content and the only color palette used was the purple from the logo. A fully responsive website was developed alongside a content strategy to better highlight the organization’s mission and vision.
“A website that represents the progressive brand’s mission and ethos while showcasing all the components of their business.”
Key brand/site issues.
The first step to fixing a problem is admitting there is one. We combed through the entire site and combined our feedback with website analytics to identify key areas for improvement.
- No clear user story
- No clear calls to action
- Outdated technology
- Donations page buried
- No real incentive to shop
- Inaccessible CMS
A visual language
for a new direction
The Charles expanded on the existing brand identity to create a color palette and typographic family that revitalized the brand aesthetic without drastically changing the original look and feel. We combined the rich color palette found in many of Indego Africa's products and a sans-serif typeface to represent the progressive brand ethos.
A Dynamic Homepage.
Indego Africa is a multi-faceted organization, and therefore needed a home page experience that speaks to the diverse site content. Full-width image slideshows paired with a icon-ified donation system and site content buckets makes for alluring jump points to the different site pages and features.
An Intuitive Donation System
Indego needed to bring their donation feature out of hiding and to the forefront of web presence. We crafted and "icon-ified" donation system that attribute specific donation amount to precise donation gifts. The result was a 625% increase in visits to the donation page on the website.
A Dynamic Homepage
News is not always text based. We designed a layout so that Indego could always share up-to-date happenings in the world. Be it videos or social media, Indego’s customers are connected.
A multi-tiered, navigation system.
You shouldn’t have to be on the shop page to shop for products. We developed a drop-down menu that allows users to access desired products from any page on the site.
A Solid Information Architecture Leads to Rich Content.
We built out a comprehensive about page that includes dynamic content for the individual Artisan cooperatives and involved descriptions of artisan techniques.
Lightning Fast Content Delivery
We felt site speed was very important since previous analytics had shown visitors were dropping off the site very quickly, an indication the page simply took too long to display. As a result we crafted a backend system that has delivered a 90% increase in content delivery speed. Despite the addition of videos and other heavy content, the average load speed is just 2.5 seconds.
Interact with All Facets of the Organization
Indego Africa is an organization built around the success of specific techniques and groups of artisans in Rwanda. We felt it necessary to give new light to these foundational elements of the business via a multimedia slideshow, allowing users to shop exact artisans and craft techniques.
A Custom CMS
Indego needed a simple way to update their website across all operations: as a non-profit, a retailer, and awareness-builder. We customized Expression Engine to take the guesswork out of content management, leaving a clean and usable interface for quick and easy edits.