March for Our Lives, a student-led organization advocating for gun control, marked the 5th anniversary of the Parkland shooting with a renewed call to action to end gun violence. As part of their efforts, they organized rallies and championed critical legislation in five key states. They needed a central website to inform people about how to get involved and highlight what was at stake.
March for Our Lives
Campaign Website
March for Our Lives is driven by hope but also deeply frustrated by the persistent inaction on gun control and the ongoing epidemic of mass shootings. Our creative approach aimed to connect with young audiences, balancing their sense of urgency and frustration with a message of optimism and empowerment.
Campaign identity
To unify the visual identity, we streamlined the master brand’s varied styles, emphasizing bold, vibrant colors, hand-drawn illustrations, and cutout graphics. We also introduced a web-friendly headline font with improved tracking for better readability.
One of the primary challenges in designing the site was effectively showcasing the various actions people could take. The top priority was driving participation in rallies, but it was also important to provide clear pathways for users to donate or sign a petition. Balancing these options required a thoughtful hierarchy that ensured visitors could engage with their preferred actions.
Driving donations
We incorporated a donation pop-up, a proven method of increasing donations, along with other best practices to enhance the site’s usability and overall effectiveness.
To extend the campaign’s reach, we supplied their internal team with the creative assets we used for the website.
Takeaways
With just six weeks from kickoff to launch, we acted swiftly to deliver an engaging and effective website. Despite challenges such as limited communication and minimal resources, the launch went seamlessly.
Having participated in the first rally in 2018, it was an honor to contribute to March for Our Lives and support their critical mission.
My Role
UX/UI Designer
The Team
Avery Cullinan Copywriter
Emmet Gustafson Strategist
Caty Cherepakhov Project Manager
Bhakti Pasaribu Developer