Every Texan
A focus on improving public policy in Texas
The Challenge
Playing an important role in fighting social injustice through public policies for 35 years, the Center for Public Policy Priorities knew broader brand awareness would be the key to its future success. While the organization was clear on its mission to strengthen public policies, an outdated website was preventing target audiences from understanding the brand’s goal and message. Undergoing a rebranding and renaming, CPPP became Every Texan to better communicate its mission. As part of the rebranding process, CPPP needed a new website to support the brand’s new digital presence.
Brand Discovery
To determine the design direction for the site, I first needed to explore the brand color palettes, fonts, and imagery. Custom elements and approachable illustrations we’re designed to maintain a bright and playful feel throughout the site. Diversity and equality are well represented in all imagery throughout the site.
Web Design
Going into the web project, Every Texan’s goals were three-fold: effectively influence policy change, generate donor and advocate leads, and build a powerful brand. Once these clear goals were identified, the user journeys were mapped out for each target audience based on the user’s intent on the site. With thousands of resources, the focus on developing a simplified site map based on user behavior was clear. Content needed to be streamlined and calls-to-actions needed to be redefined to improve the user experience and the updated navigation ensures users will be able to easily find the content they need within 2-3 clicks.
Development
Every Texan’s team, including several staff members and volunteers would be taking a hands-on role in maintaining the website. This meant it was crucial to find a simple way for team members to internally manage and update content on their own. In order to facilitate this, the site was developed on WordPress, incorporating the easy-to-use Elementor page builder with several customized templates. Their selected donor management platform was also integrated to simplify the donation functionality and Google Analytics was setup to track performance and help analyze results.
Easy to work with and highly knowledgeable. Always accessible and focused on finding solutions. Users have nearly doubled every year.
The Result
With a new look, more strategic messaging, and simplified architecture, the Every Texan site is now both informative and engaging. As a result, the team is able to more effectively promote the new brand and provide a more accurate representation of the organization’s widespread impact. Staff members can now easily update the site as needed and track performance with Google Analytics. Overall, the restructured content has made it easier than ever for users to find the information they need. The fresh look has increased engagement from both donors and advocates, and more people can now learn and get involved.
