Greenpeace Save the Arctic 2.0
Greenpeace International asked us to redesign the main site of the Arctic campaign, extending the pages, reviewing the UX and restyling the visual identity.
THE CHALLENGE
Save the Arctic is one of the biggest campaigns Greenpeace has been promoting over the past years in a great number of countries around the world. After the successful redesign of the platform we carried out in 2014, it was time to move from an overarching single homepage to a richer and more complex website, with new contents and pages, an optimized user experience and a brand new visual identity, in order to keep the campaign engaging and constantly drive new users to take action in support of the Great North.
INFORMATION ARCHITECTURE
The request was to move from an overarching single homepage to a richer and more complex website. We ran a survey through GP team members and final users to identify existing strong features as well as expectations, which allowed us to design the site’s structure and new internal pages. We added a first-level menu for the most important sections: State of the Arctic (with interactive charts to display more scientific information) and Get Involved, but also a second-level menu for pages dedicated to the campaign’s history and main petitions. The form behavior was also revisited, in order to be always visible and fully integrated into the navigation flow.
MOBILE FIRST
Throughout the website, we built an internal narrative based on sliders and cards to display the most iconic protagonists of the campaign, highlight achievements, and list the actions people can make every day to support the Arctic. Such horizontal structure is highly usable on mobile devices and it allows users to smoothly discover different contents with the top of a finger. We also designed a super lightweight petition template optimized for slower connections and mobile use, focusing on key contents and, of course, the signup form.
A NEW VISUAL LANGUAGE
We wanted to find a new way to talk about the Arctic and communicate key concepts through visual design. We got inspired by how Greenpeace describes the Arctic today: a fragile sanctuary, a gorgeous, almost sacred place that belongs to everyone and needs to be protected. We used airy spaces, top view photography, light typography and white shades to convey the concepts of untouchable beauty and fragility, whereas urgency and calls to action stand out thanks to brighter colors and bold fonts. All over the website, we used carefully selected images to visually guide the user through the campaign and reinforce the storytelling.
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