Reproductive Rights are Human Rights
NARAL Pro-Choice America
With over 1.2 million member activists nationwide, NARAL Pro-Choice America fights for reproductive freedom for every person in every state.
Reproductive Rights are Human Rights
Overview
We had the honor of collaborating with NARAL Pro-Choice America to revamp their brand and bring their digital presence into the 21st century. Facing an unprecedented political atmosphere, NARAL brought us on to help ensure the organization would be equipped for a new era of member mobilization. As an almost 50-year-old organization, NARAL Pro-Choice America knew it was time to update their visual brand and digital program to optimize for action and engagement.
The Challenge
The previous NARAL website was outdated and difficult to use. Content was getting lost in a cluttered homepage and their old CMS made it too time-intensive to update. Despite a growing cohort of younger activists getting involved, the site was not responsive and didn’t reflect their offline brand and membership. Our challenge was to modernize NARAL and create a distinct look and feel that would speak to their new audiences.
A bold new look
Crafting a comprehensive visual update
With the support of NARAL’s team, we set out to revamp NARAL Pro-Choice America’s visual brand. Our approach was to update what was otherwise a stale and unfriendly look to be vibrant, young, inclusive, and accessible to its membership and the broader progressive community. Simultaneously, we wanted to keep and build off NARAL’s credibility in the space. We worked to re-illustrate NARAL’s “lady liberty” logo, establish a bold new color palette, and a select a unique font library that would be successful across all of its platforms: web, social, print, signage and apparel.
Content is gold
Developing a content strategy to increase engagement
NARAL Pro-Choice America has a wealth of strong content: stories, data, maps, policy papers, scorecards, video, and social. One of the key challenges we confronted was how to make it all digestible, while also keeping access to actions like donating and volunteering front and center. The end product juggles dozens of educational resources, a dynamic and comprehensive database of votes, a robust member stories section, and much more — all while providing strategic and compelling opportunities to get involved.
Building a movement
Integrating with the ActionKit CRM for petitions, actions, and sign ups and ActBlue for online donations, actions are front and center on the new site.
- Highly-integrated CRM
- Interactive maps
- Interactive info-graphics
- Social feeds
- Lightboxes & alert bars
Building a movement
Integrating with the ActionKit CRM for petitions, actions, and sign ups and ActBlue for online donations, actions are front and center on the new site.
- Highly-integrated CRM
- Interactive maps
- Interactive info-graphics
- Social feeds
- Lightboxes & alert bars
Going local
Empowering state and local affiliates with new tools
As a followup to our initial work for NARAL’s national team, we created a multi-site network for NARAL’s state affiliates: 17 in all. Starting with Washington and ending with Wisconsin, we launched a new state each week in partnership with the incredible NARAL team. Pre-loaded with evergreen content but flexible enough to handle a wide range of team needs — from teams of 1 to teams of 20 — the multi-site templates empower NARAL’s state teams with the online tools they need.
“Our website is beautiful… it's everything I hoped it would be.”
Ilyse Hogue, President / NARAL Pro-Choice America
Comprehensive brand and style guide
25-page brand guide describing new rules and uses
Comprehensive brand and style guide
25-page brand guide describing new rules and uses
Speaking with confidence and consistency
Following the new brand guidelines, the NARAL digital team produces branded and highly-effective content and materials
An International Women's Day Celebration
NARAL Pro-Choice America first launched their new look and website just in time for International Women’s Day in March 2017. Thanks to a well-planned and smooth launch, the website received as many pageviews (over 85,000) on launch day as they did on Election Day 2016, and over 111,000 actions in the first week (double their average amount).