or
Just Foreign Policy
A Lean Redesign to Center Campaign Messaging and
Industry
- Advocacy
- Government
- Nonprofit
Services
- Flexible CMS Build-Up
- Video in Homepage Banner
Located in Washington D.C., Just Foreign Policy needed a fast and lean redesign to elevate their work to stop the war in Yemen in 2018. Their new website allows them to publish rich content and engage audiences around strategic calls to action.
the story
Why Viv?
Our Creative Director, Kalman Gacs, worked with Just Foreign Policy co-director and award-winning musician, xxx, on a music website.
Having seen our ability to build effective and engaging websites on a tight budget and timeline, he hired us again for this project.
The Results
Comprehensive and flexible design
The new Just Foreign Policy website is based on a flexible CMS build-up, using the Viv toolkit of proven design elements and development functionality to optimize user experience and content flows.
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Building Authority
The website redesign coincided with a dramatic moment in the organization’s work. For the first time in 20 years, the impending war in Yemen invoked the use of the war powers resolution. As a small organization that was leading the charge to turn around the Yemen crisis, it was important to have a solid website to center the conversation and amplify their impact.
We relied on high-quality stock images rather than custom photography to keep the project lean. The images we selected through a custom search stick to neutral colors and government themes to communicate a patriotic feel and inspire action.
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Improved Functionality
One of the pain points of the previous website was that it was not mobile-friendly. We ensured the new version was responsive and optimized for every device, so that the campaign content can reach people in various contexts of their busy lives.
A content-rich site also warrants stellar search functionality. Offering the search bar in a large format invites heavy use of this tool, so users can find what they are looking for.
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Elevating Specific Campaigns
A large content migration to a new website requires development expertise to avoid bugs.
For this migration, we made sure the content that lives front and center is focused and streamlined. The new messaging gives major emphasis to one campaign rather than distracting the user with information from too many campaigns at once.
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Fundraising in Focus
As opposed to keeping the donate call to action as a main menu item, the new website pulls it out more prominently above the main menu, using a red background and capital letters to make direct users’ attention toward it.
We also worked Salsa Labs to make sure they integrated the exact header to make the donation platform feel seamless, in addition to integrating the email sign-up list with Salsa.
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The Power of a World-Class CMS
This website is built on WordPress, which facilitates a natural ability to post news.
The content drives traffic to this website, with a blog post providing the typical entry point. On the former website, content was organized into five streams, which also structured the action alerts that went out over email. Showing these five streams on the website created a constant need for fresh content that led to lulls, giving the website a dead impression at times. To help address this issue, we unified the content into one stream, but made use of tagging and categorization to maintain the granularity needed for those who want to search by specific content types. This approach respects the time of the internal team and demonstrates our sensitivity towards the need for a redesign realistic to the typical pace of posting.
The team brings an excellent combination of design talent, copywriting prowess, and higher education expertise. They very quickly learned the complexities within the unit and are champions of our brand and messaging consistency. I have watched as they graciously and confidently respond to the often shifting needs of our market segments, always acting as strong strategy consultants.