World Bicycle Relief
The Charles partnered with World Bicycle Relief for a complete overhaul of their digital presence to coincide with the brand's powerful message and impact.
- Content Strategy
- User Experience Design
- Web Design
Connecting A Community
World Bicycle Relief approached The Charles to re-design their digital presence and to ultimately retell their story. The non-profit had established themselves within their community as a supportive, energetic, and compassionate change-maker that most non-profits aspire to. Because all of their attention was focused towards the content creation and working in the field, their digital presence had not been updated for a few years.
The Charles provided multiple access points to the community throughout the site, and created various pathways for engagement at all levels with the brand. Making content both engaging and accessible was the key to reimagining the community interaction with the site.
"The Charles crafted a fully-responsive website with a focus on story telling and the communication of a visually rich brand narrative. The goal was to reinvigorate the WBR community and increase donations."
The first step in connecting the community with the brand was identifying the key brand personas. Once the personas had been defined, we mapped out each of the user’s access points to the site. This mapping ensured that the site was designed in a way that each user had multiple access points to the content they wanted, and the content they were interested in learning more about.
Retelling the Story
One of the key areas that WBR excelled in was story telling through their articles and videos. However, their key content was underused and buried in low engagement areas. The Charles created a content strategy that clearly combined the narrative with the hierarchy and flow of the site.
A Strategic Home Page
On WBR's original site, there was a definitive lack of storytelling in addition to no real explanation of the organization's key mission. To solve this, The Charles used an introductory header panel, followed by the physical product and statistics, that displayed video stories and statistics; thus supporting WBR's efforts to mobilize people through the power of bicycles.
The WBR audience needs to feel the presence of the brand upon first landing on the site, so they are fully immersed in a cohesive narrative, ultimately leading them to donate.
The WBR audience is primarily masculine, therefore we incorporated schematic drawings of the bike, to give the site a more technical and informational aesthetic. The schematic also speaks to how well crafted the physical product is, giving the user more incentive to donate a bicycle.
World Bicycle Relief looked to The Charles to provide them a more positive visual on mobilizing people through the power of bicycles. We wanted to create bite-sized statistics that helped addressed the issues the company is tackling, without delivering content in an unapproachable way.
The first piece of brand collateral that drew us to the site were the videos. Each video contains a cohesive narrative that uses emotional branding to directly address the audience. These impactful stories from a diverse set of people, address how grave this issue is, and encourages the users to interact with the audience to help people like the ones you see in the video.
In the community section, we wanted to provided multiple pathways into the community to address users that wanted to be very active versus users that wanted to be minimally active. We therefore built out a flexible modular grid that features all ways to access the community.
One way of engaging donors was to highlight the names who had most recently donated, further reinforcing the ider of a true community
As World Bicycle Relief expands and the breadth of content grows, we wanted to ensure the site design was flexible. We created a design system that balanced the number of singular designed pages versus pages built from modules. The singular pages were for key static content that were more native to the brand. The modular pages held more dynamic content. Working closely with their web development team, we strategized and designed modules that enabled the website to grow in line with the organization.
Designing a Full System
World Bicycle Relief had a wide and complex system of pages and visual elements. We took careful consideration building the site's layout and structure to ensure that the design translated seamlessly across all devices and sizes. At the same time, care had to be taken that the branding and typography remained consistent and strong throughout the online experience.