Eight websites, one connected story

Alannah & Madeline Foundation · Strategy Design, Communication Strategy, Visual Design · Social and Public Welfare, Security and Safety

Bringing eight websites built over ten years into one clear story about keeping children safe.

The challenge

Over a decade of growth, the Alannah & Madeline Foundation had launched a new website for almost every new program. The result was eight separate sites, on different systems and different hosts, including the National Centre Against Bullying and the eSmart program used by schools and libraries. Supporters struggled to see the breadth of the Foundation's work, donating felt fragmented, and staff were spending hours helping teachers and librarians find their way around or reset their passwords.

What we did

We led requirements gathering across the whole digital ecosystem, working with AMF teams to capture the pain points of supporters, schools, libraries and administrators. We set clear goals for each site and a priority order for the rebuild. We recommended bringing NCAB into the main AMF site to strengthen the Foundation's story while protecting NCAB's strong search ranking, and a single global navigation tying every program back to the Foundation's principles of Care, Prevention and Advocacy, each with its own colour. We built user testing with donors, teachers and librarians into the plan, and set a warm, approachable and credible tone of voice for design.

The impact

AMF had one connected plan for its entire digital presence, with measurable goals to grow donations, lift engagement and reduce the load on its support team.

Deliverables

Digital ecosystem audit

Audience pain point mapping

Prioritised rebuild roadmap

Goals and KPIs for every site

Consolidation and SEO strategy

Design direction

Risk register

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