The Summary
2019
Client: The Macula Foundation
Focus: Brand Identity + UX Design + Web Development
For over 40 years, the Macula Foundation has committed to a mission of preventing and restoring vision loss by raising awareness and furthering knowledge in the macular disease field. Since its founding, the organization has successfully raised and distributed over 50 million dollars towards this purpose.
With the understanding that strong branding and digital presence were the next steps to expanding their successes, The Macula Foundation approached our team for a new logo and website design.
Our main goal was to translate the organization’s story, history and mission into a distinctive logo and impactful website. The Macula Foundation’s existing logo consisted of the full name on a single line, which looked unwieldy because of its long length. The existing website was also difficult for general audiences to navigate because of its overly-academic content and lack of visuals.
Since The Macula Foundation needed their message to reach everyone, not simply academics or physicians, our team’s task was to design and build a new and compelling brand identity and website for a broader audience.
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Crafting a logo that communicates brand and values
We sat down with The Macula Foundation team to explore their story. Understanding their organization’s background and values was crucial to developing a design for their logo. We learned that their organization was one of the very first to be established in the field, a fact that made their history particularly unique; and was especially devoted to the pursuit of furthering knowledge towards fighting macular disease.
Our team created a color palette and mood board inspired by The Macula Foundation’s story. From there, we designed a few core concepts. After close review and discussion, we finally chose an option that most powerfully communicated the organization’s identity.
Building an effective site map and design
Building an effective site map and design As part of our discovery phase, we also gathered insights about The Macula Foundation’s key audiences, so we could understand how best to effectively shape their new website and messaging strategy.
This helped us identify that the organization needed to reach physicians and experts in the field, as well as regular audiences who were interested in contributing to raise awareness and facilitate research.
We used these discoveries to build a site map structured to speak to both audiences. This guided the wireframes, that were then transformed into visual designs reviewed closely with The Macula Foundation team. Finally, the selected designs were turned into an impactful website with intuitive language and navigational flows for audiences.
The Process
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The Result
With its easy-to-navigate, responsive experience and impactful branding, the new website much more effectively helps The Macula Foundation to reach their audiences and continue working towards their meaningful mission of preventing and restoring vision loss for those with macular disease.
- Dec 2017: Star Award in CSS Winner
- Feb 2018: Featured on Adobe XD
- April 2018: Gold Award in Muse Creative Award
Team
Design Leads: Sean K.
Tech Leads: Rob R.
Project Management: Danielle R.
Design: Sean K.
Development: Rob R.
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