Amnesty International USA

Justice for the people, by the people

Amnesty International celebrated 50 years of fighting for human rights in 2011. To mark that milestone, Threespot worked with Amnesty International USA (which has a separate web presence from AI) to help revitalize their website.

Taking it to the streets

The bold new look, tone, and structure create a rallying cry for action. Opportunities for getting involved are everywhere the user turns. The design evokes street art, getting back to the roots of an organization that’s about people-powered change.

Clearing the Clutter

When we began working with AIUSA, their site wasn’t effectively communicating what they do and how they do it. The cluttered content and wayfinding were holding AIUSA back from persuading visitors to become advocates, and current supporters to do more.


Working with our implementation partner, Jackson River, we overhauled how more than 40,000 pages of information are presented, organized, and surfaced.

The People have Spoken

The new AIUSA site won a People’s Voice Webby in 2012. It was also honored by the AIGA 50 DC, where it was a Judge’s Choice. The judge remarked that it was an uplifting site despite the serious content, and that the “human faces, and faces in action” throughout the site were very appealing—complementing the strong identity.

More Featured Work

  • Amnesty International USA
  • The Brookings Institution
  • Coexist Foundation
  • Howard Hughes Medical Institute
  • Knight Foundation
  • National Parks Conservation Association
  • National Park Service
  • Peace Corps
  • Planned Parenthood
  • Robert Wood Johnson Foundation
  • Smithsonian
  • U.S. Department of State