Justice for the people, by the people.

Amnesty International celebrated 50 years of fighting for human rights in 2011. To mark that milestone, Amnesty International USA (which has a separate web presence from Amnesty International) worked with Threespot to help revitalize a website hampered by a copy-heavy, organizationally confused, content-redundant approach.

During the discovery and definition phases, Threespot overhauled how 40,000+ pages of information are presented, organized, and surfaced. The new architecture and navigation ensure a clutter-free user experience, putting related information right where visitors need it. Featured campaigns and issues spotlight cases that need urgent action. These are reinforced with succinct headlines, strong calls-to-action, and an assertive tone that present a more compelling case for persuading visitors to become advocates, and engaging current supporters to do more.

Threespot redesigned Amnesty USA’s site in tandem with a global re-branding effort, so our design was informed by those new guidelines. The bolder, grittier design evokes on-the-street campaign elements, getting back to the roots of an organization that’s about people-powered change.