EthiopiAid – Fei Liao

EthiopiAid 💚

Designing for more than visual change.

Ethiopiaid has been working to reach the forgotten and marginalized in Ethiopia since 1989. Fundraising in the UK, they provide important grants to local trusted partners. Their challenges lie in raising awareness, with a new pressing focus on attracting and retaining higher numbers of donors. A modern and functional website will support this. I led the pitch for Ethiopiaid’s new website – a strong, powerful and consistent online presence that can successfully compete with other similar charities.

THE CHALLENGE

THE BRIEF

Refresh and revitalise.

A brand identity that starts with the smiles.

Refresh and revitalise.

Ethiopiaid’s existing website is dated and not optimised for mobile, making it difficult for many to navigate and putting it at a disadvantage in a mobile-centric culture. It is missing out on a younger, captive yet tech-savvy audience, and lacks crucial points of engagement. Building trust through clarity is crucial for them. A clear, concise narrative with straightforward calls to action and an intuitive user journey will more effectively convert users. It’s all about balance. Modern and innovative design that communicates an important message without looking ‘expensive’.

I was asked to develop a new brand identity that reflects Portman Dental groups’s visions and values but talks directly to an younger audience seeking orthodontic treatment. Portman’s vision is to be the best privately focused dental group in the world.

Ethiopiaid’s existing website is dated and not optimised for mobile, making it difficult for many to navigate and putting it at a disadvantage in a mobile-centric culture. It is missing out on a younger, captive yet tech-savvy audience, and lacks crucial points of engagement. Building trust through clarity is crucial for them. A clear, concise narrative with straightforward calls to action and an intuitive user journey will more effectively convert users. It’s all about balance. Modern and innovative design that communicates an important message without looking ‘expensive’.

THE DESIGN

An inspiring story.

While the structure and logistics of the existing website need to be improved, the most important thing with the new design is to create an inspiring story.

Ethiopiaid does amazing work for Ethiopia’s vulnerable citizens, yet the current website has limited visuals to tell this story. My approach started with their work and the country in which they work. I took design inspiration from Ethiopian culture and art, using native patterns and shapes to create a strong brand image and visual journey. I also incorporated green and yellow from the Ethiopian national flag into the colour palette. This I worked into a site that has a more simplified donate journey with an intuitive interface, supported by visually enhanced narratives to inspire the user to make the donation.

While the structure and logistics of the existing website need to be improved, the most important thing with the new design is to create an inspiring story.

Ethiopiaid does amazing work for Ethiopia’s vulnerable citizens, yet the current website has limited visuals to tell this story. My approach started with their work and the country in which they work. I took design inspiration from Ethiopian culture and art, using native patterns and shapes to create a strong brand image and visual journey. I also incorporated green and yellow from the Ethiopian national flag into the colour palette. This I worked into a site that has a more simplified donate journey with an intuitive interface, supported by visually enhanced narratives to inspire the user to make the donation.

THE OUTCOME

Pitch win.

Pitch win

My designs and suggestions won the Ethiopiaid pitch for their website redesign, and this is currently underway. The team at Ethiopiaid was inspired by the visuals and proposition, and have chosen to work with my team over other two agencies. Their new website will launch in September '19 with a new, more contemporary look and intuitive donation journey.

My designs and suggestions won the Ethiopiaid pitch for their website redesign, and this is currently underway. The team at Ethiopiaid was inspired by the visuals and proposition, and have chosen to work with my team over other two agencies. Their new website will launch in September with a new, more contemporary look and intuitive donation journey.