Union built a website for this non-profit that expanded the reach of their economic opportunity efforts by bringing issues to life online. See our work.

Leading on Opportunity | Digital Experience Case Study | Union

Leading On Opportunity Case Study

A non-profit organization that works to increase economic opportunity for youth and families wanted to inform and engage the community about the issues they were tackling. Union joined the conversation to add a more strategic digital vision that required a refocus and expansion to better reflect the organization's accomplishments and broader impact.

A Cause Close to Home

Leading On Opportunity

To bring these issues to life online, Union enhanced the Task Force Report to match the flow of the new website. We divided the report into simple-to-scroll through chapters, as well as vibrant images to add context and humanistic appeal. Through design, we eliminated the sterile feel of the old website, emphasizing the way the brand’s problem-solving approaches focus on human need.

Clear Wake-Up Call

Task Force Report

Data & Brand Strategy

SERVICES

Leading on Opportunity aims to be an agent of change in response to a 2014 study that ranked Charlotte last in upward mobility on a list of 50 US cities. Although their original website shared the economic report, the brand sought to better connect with the city, promote their efforts and be a connecting force for change. Understanding the launch of this website would be a focal point for starting conversations toward societal change, Union built an intuitive experience that featured not only the report but personal stories of mobility, news, events and ways to take action. In addition, we optimized the website for SEO to get as many locals involved as possible in this critical community issue.

Starting a Conversation

Background

Knowing the brand wanted to educate people with language they could easily use to talk about community issues, Union incorporated design elements that emphasized a common language across pages. In addition, we constructed an intuitive information hierarchy to finalize fluidity of the user experience, leveraging candid photography that connected real people and their stories to the cause.

Creating Connections

DESIGNING THE EXPERIENCE

One of the organization’s main goals was to give community members an accessible way to join the movement and make an impact in our city. We built a page to inspire others to act, through educational calls to action, motivational images and a digital portal for getting involved.

The Time is Now

Get Involved

The new website not only provided a convenient destination for community members to learn more about the challenge their city faces, it also served as a timely source for updates, information and inspiration surrounding how to face them. Understanding that this is an issue that will take years to resolve, having a digital experience that can remain current has proven essential for keeping the cause and message alive.