Equality for all, not for some. The Human Rights Campaign is the go-to information resource for LGBTQ people and allies worldwide. Their website’s purposes are as broad as the organization’s initiatives: it’s the home base for their advocacy work, a place for updates on legislative news, and an information library for millions of people. The new site sets out to convey this breadth of work and its unique, indisputable significance to visitors.
This project was kicked off with a discovery phase to zero in on all site problems. Along with interviews, the site's information architecture and analytics were audited. Chief among the findings: HRC’s site content model and overstretched CMS made the organization’s many resources and updates hard to find for visitors — leading to ad hoc workarounds and an abundance of one-off microsites. Only 7% of site visitors ever went to the homepage, a datapoint that helped drive the strategic direction for the site structure and homepage narrative.
Information accessibility isn't just a "nice to have" — it's a matter of equity, and is central to HRC's values. HRC’s new site applies international accessibility standards and their most popular resource types — interactive tools we called ‘data explorers’ — have been redesigned for digital-first usability. By converting PDF content into HTML integrated with their Salesforce database, the content is easier to maintain and more actionable for users making real-world decisions about where to work, how to seek healthcare, and whom to vote for.
HRC needed a website that reflects the organization as it exists today: progressive, forward-looking, and action-oriented. The new design and messaging better mirrors the vibrancy of the LGBTQ community and the impact of HRC’s work — ensuring the most marginalized people in our communities have maximum access to resources, information, and representation. This streamlined digital ecosystem serves as a natural extension of their print-focused brand guide, while catapulting their brand identity into the future.
As a result of this partnership, HRC now has a fresh new hub for advocacy and action, with accessible resources for every aspect of LGBTQ life, rights, and equality from the most prominent and effective organization in the space.
