OVERVIEW
The MSPCA is one of the most respected non-profit organizations in the country because of their dedication to protecting animals. They were at a pivotal time for their marketing and branding because for years they had limited resources and their focus was in all of their meaningful endeavors. They were long overdue for an overhaul and it was no easy feat to redesign their website which had hundreds of pages of content, complicated legacy back-end systems and overall scored low on a heuristics evaluation.
Their operation is so extensive that a number of departments need immediate access for important initiatives from expanding online pet adoption services, accessibility to vital vet safety information, increasing awareness against animal cruelty and improving online donations.
My role on this project was to lead the user interface, digital branding and user experience of their new site. I had an ongoing collaboration with the client to better understand their history, industry, business goals and challenges. I would use all of this information to create their new brand story.
With the strategy defined, I switched gears to focus on the art direction and branding of how their story should be told in all digital formats. I ran a few mood board exercises and client workshops to explore the possibilities so we could breathe life and meaning into their mission and digital identity. The new direction celebrates and pays homage to the incredible people that make the MSPCA a success and the animals that they've helped along the way. It is a message of hope, caring, selflessness, heart and determination that propels the organization to it's mission.
The responsive site was built on WordPress using a proprietary back-end interface that empowered the department leads within the organization to run their respective sections within the site in order to meet their goals. As an admin, you had an array of UI components and a library of patterns, where you could quickly build a page that could handle multiple content types, layout configurations and functions. It's every marketing departments dream to not be the bottleneck for a large organization that has an extensive list of needs and goals.
