Impunity Watch
Impunity Watch is an international non-profit organisation working with victims of violence to deliver redress for grave human rights violations.
Rethinking the Impunity Watch brand
Our creative process started by gathering information and aspirations from key members of the team. This gave us broad parameters for the design direction, but it wasn’t until we developed and discussed mood-boards and initial sketches that we really discovered what Impunity Watch were looking for.
By exploring several creative directions and working through iterations of each, we zeroed in on the final Impunity Watch brand. Once the core brand was decided, the rest came freely and we extended the brand with a series of unique shapes and patterns which give branded communications additional depth.
As with all branding projects, we are now in a position where our team possess a deep understand the brand. This connection is hugely important to us and to our clients and makes ongoing work very effective.
User-centred website design
We started the website project with a UX workshop which drew on the knowledge of stakeholders from all parts of the organisation. By examining each audience in detail, we were able to create a sitemap and wireframes which address the needs of all users and which signpost them to the content they need.
Our development team imported hundreds of blog posts and multi-lingual publications from a bespoke CMS platform and a Weebly website. The content was carefully processed to retain its meta data and to crucially retain its URL structure so that the Google index was preserved.
WordPress best practice was observed throughout to ensure that the content is optimally structured for future improvements to the website.
Ongoing design, support and optimisation
We now work with Impunity Watch to analyse user behaviour on a monthly basis and to recommend and implement UX improvements to improve success KPIs.
It has been a pleasure working with Stuart and the Eyes Down team on our new visual identity and website. The workshops organised at the beginning ensured the process was inclusive and helped get team members on board from the start.
The new look created by Zan really captures the soul of the organisation, introducing design elements and illustrations that accentuate our people-centred approach, while preserving the legacy of the old brand. Meanwhile, our new site is finally user friendly and provides us with a great foundation to speak about our important work for years to come.
The feedback from team members, donors and partners has been fantastic. It’s a challenge to get an identity that everyone loves, but thanks to Eyes Down, we succeeded!
