Marte Veys Berg | graphic design & more
AboutWork

Amnesty

Amnesty International is a global NGO working for human rights, privately funded to ensure impartiality. In Norway, insight revealed a number of issues with both the UX of their website and the internal publishing work-flow. The main goals for the redesign were to increase donations, increase the amount of actions (such as signing a petition or attending events), and increasing the understanding of Amnesty’s work.
Together with Amnesty, we defined and prioritized a few core themes which laid the foundation for the content and structure of the site. Based on this, we created a new modular and flexible design system. We reduced the visual noise and used Amnesty’s bright yellow brand colour sparingly to draw focus to selected call to actions. A prioritized menu and page navigation makes it easier to find what you are looking for.
Research revealed a disconnect between the target audience and Amnesty’s previous more confrontational tone. To align with their brand platform and desired perception, we crafted a tone of hope and action for both visuals and text. A pivotal step was redesigning sign-up forms for maximum effect.

What: Content strategy, website redesign
Year: 2018
Client: Amnesty International Norway
Company: Netlife

My role:
Strategy, design

In collaboration with:
Jarle Fjeldstad – strategy and content
Jeanett Wilberg Schibbye – project management

Ramsalt – development

Links:
amnesty.no
Examples of some of the modules we created:
About   Work Contact: marte@veys.no or linkedin