The Digital Home of Many vs Cancer
Overview
After establishing the branding for Many vs Cancer, I created the digital home for the community. The goal of the site was to rally people together to donate, fundraise in honor of a patient, and challenge your friends and family to join you in the movement. While the site is defined by these core actions, it’s also a home for sharing the work of the Many vs Cancer community, as well as a place to discover inspirational stories of patients and loved ones who have experienced the impact of prostate cancer.
PROJECT
Fundraising platform design
MY ROLE
Discovery, strategy, UX ideation, website UI, front-end style guide, and front-end QA
TEAM
Senior UI Designer (myself)
UX Designer
Creative Director
Copywriter
Front-end Developer
Project Manager
Design System
The visual language across the entire digital ecosystem was inspired by Many vs Cancer’s identity, which closely tied together with PCF’s user interface. It was important to find a balance of differentiation between the two site experiences.
PCF is more serious in tone, colors and visuals to convey the foundation’s credibility to provide cutting-edge content to their visitors. Whereas Many vs Cancer’s visual language leans into orange, large sans serif typography, energetic photography and the upward diagonal. All of these are intended to evoke action and inspire community activation to fund the research that will end prostate cancer in 10 years.
Translating the Brand System Across All Mediums
One of the prerequisites in creating a robust brand system was to find opportunities to extend it beyond the site experience. Our goal for amping up the foundation’s digital presence reached across social, email, and web ads.
We made recommendations to align the site content to the action we wanted people to take in a given channel. The social graphic below used a compelling patient story to engage the social media community and drive action to join a team or start their own fundraising efforts.
Additionally, the brand extended beyond offline into more traditional mediums. We created a strategy to connect with donors by using a mail campaign. We began by incentivizing visitors with swag packages to drive traffic to the site via email. This approach not only gave a personal touch to building brand awareness, but also provided insights into our donors to help us target them with specific content and tools.
Final Thoughts
While we took many of our findings from the redesign of the digital experience for PCF, this project in so many ways was starting from scratch. It showed the entire design lifecycle from beginning to end. We were creating a product to mobilize a fundraising community from the ground up.
Our priority was to remove the barriers that stood in the way of action: giving people access, information, inspiration, and technology to eradicate prostate cancer for good.
SEE MORE WORK