Uniting against suburban sprawl.

CWPT, the largest nonprofit for preserving Civil War battlefields, was having trouble growing their membership. They knew they needed to appeal to a younger audience without alienating their membership base of history buffs. Threespot began by developing a persona of CWPT’s new target, 30-something males interested in American history. We used this persona to inform the redesign, showing this audience why they should care about CWPT’s mission. Along with regal illustrations and imagery are reminders of how historic sites are becoming victims of sprawl: a photo of a cookie-cutter housing development, an alert about a superstore encroaching on a battlefield. Meanwhile, an “Index of Land Saved” shows how CWPT’s work can be measured in acres preserved. By focusing on how much Americans stand to lose, the website sends a powerful message that’s helping CWPT reach its target.