Elevating Messages to Help Eliminate HIV and AIDS
The Elizabeth Glaser Pediatric AIDS Foundation (EGPAF) is a global leader in ending transmission of HIV and AIDS, working in the most affected regions around the world on research, advocacy, prevention, and treatment activities that save and improve lives. Forum One worked with the EGPAF team to re-imagine, redesign, and redevelop their website to increase engagement and drive action to achieve the Foundation's ambitious goal of an AIDS-free generation.
Strategically Placing Content to Share Key Messages
Forum One user experience designers and content strategists worked with the EGPAF team to help them re-imagine their messages and determine the most effective ways to tell their impact stories. We created a robust navigation and content strategy that laid out the audiences, messages, content, and calls-to-action for each area of the site. We conducted research to understand how to drive audiences to action and what types of messaging would resonate with them. Our teams worked together to develop the most appropriate voice and tone for the site, and we trained the team on best practices for writing for the web. Behind the scenes, our teams worked to streamline the site’s integrations with third-party tools and standalone sites to give users a more consistent experience.
Creating a Design System that Tells the EGPAF Story of Impact
Forum One’s creative team drew from the Foundation’s logo – a painting by Elizabeth’s daughter, Ariel – as inspiration for each element of the visual design, from the bright and organic color palette to the watercolor brush strokes that bring movement and energy to the site’s photos and key sections. These elements are present throughout the site and help bring to life and elevate the messaging of pages such as “Our Programs” and the interactive timeline we developed to illustrate the Foundation’s 30 years of impact. We also trained EGPAF staff on how to apply these design elements, which we consolidated into a style guide in Pattern Lab, within the WordPress templates, setting up the team to efficiently add new pages and sections that look hand-crafted.
Using Data to Inform Action
Our analytics team used data to inform our work across the project stages, starting with a comprehensive site performance audit that shaped our decisions about content migration and page layouts. This data helped ensure we structured and built the site in such a way that EGPAF could track their highest priority measures of success and audience engagement. We also devised an analytics implementation strategy, created customized reports and dashboards, and trained the EGPAF team to interpret the data and make informed adjustments to site content to increase engagement and conversions.
Touring EGPAF’s New Digital Home
The EGPAF team wanted a way to share all the new features of their website, particularly areas that were easier for external and internal audiences to use. Our creative team developed an explainer video from start to finish including scripting, storyboards, artwork, audio, and animation to help tell this story and show users all of the brand new site’s features.
Honestly, working with Forum One has been truly one of the best experiences in my career so far!"Anjana Padmanabhan, Senior Manager, Digital & Interactive Marketing