Amnesty · Website Redesign

One of charity’s most recognisable brands makes human rights personal

Amnesty has one of the most iconic charity brands in the world—one built on a lot of powerful work across more than 50 years. But while an iconic brand comes with recognition, it doesn’t guarantee personal connection.

For their comprehensive website redesign, we jumped back to basics to craft a community of campaigners more engaged with Amnesty International Australia’s mission, and their impact on human rights around the world.

Diving deep into your membership

The challenge for many nonprofits dealing with human rights is the surprisingly impersonal reaction many people have to the term ‘human rights’. While Amnesty has worked hard over the decades to build a community that rallies around the issue, the details can still feel impersonal and complex.

Starting fresh with a new digital platform gave Amnesty the ability to reassess: what’s the best way to engage people with human rights today?

As with many large website overhauls, we started with a comprehensive look at Amnesty’s audience and, specifically, how they think about and engage with human rights. We held iterative sets of focus groups and quantitative audience analysis, which gave us the insights we needed to pare their needs down to 6 core supporter types. Assessing their perceptions and motivations, we crafted digital journeys in a new web platform that would help them engage with Amnesty.

Assessing their perceptions and motivations—their barriers and objections, what they want to achieve online and how Amnesty can help them do it, and what messaging cuts through and keeps them engaged—we then crafted digital journeys for the new web platform that would deliver a more meaningful experience with the brand, its community, and its impact.


From personalities to pages

From these personas and journeys, we crafted an intricate series of wireframes, mapping each page of the site out according to the journeys each user might have throughout their online experience.

When sites are this complex, the sheer volume of content, actions, and groups can often feel overwhelming to users. This is a key stage to simplify the complex, and bringing engaging content into a dynamic layout for supporters that gives them what they need most when they need it.



Designing connection and engagement

With wireframes complete we started comprehensive rounds of design, further iterating on layout and presentation for this new structure. With such a strong pre-existing visual identity, the work was more focused on balance. A sparse usage of their primary yellow to highlight points of action, and frequent usage of their beautiful imagery to connect their audience with impact, making human rights issues tangible through the people they affect.

The designs draw the eye to core actions and, crucially, core features that allow users to dive deeper into action and create a more personal relationship with the organisation.


Small touches making the difference

While nearly every organization should already have a detailed email strategy and ladder of engagement in place for its users, it can be useful to think about how you motivate people to act when they’re simply browsing your content. When you have as many simultaneous campaigns and actions happening as Amnesty, how do you keep people from feeling lost in it all?

Tapping into users’ comfort with mobile devices, a notification system helped individuals keep track of their own actions for Amnesty, and provided a touch point for campaign updates.


We also implemented other details to make engagement as seamless as possible. Some of these include a filter tray to help users only see the content they’re interested in, or strong social proof by showcasing other user actions across the site.

We created seamless sharing tools to make sure actions are being driven to outside channels as much as possible, and automated pre-loading of following articles so users rarely come across dead ends, but easily continue through to new and interesting pages and actions as they explore the site.


The final website highlights users’ personal impact on Amnesty’s work, and provides a deeper understanding of our connection with human rights. Check it out, and join them on their mission here: