4X+
More options on how visitors can interact with the web
120%
Longer time spent on a website
80%
Social proof validation increased on the website
The North America-based non-profit organization SMRO approached us to assist in their noble mission of supporting African countries, with a focus on Egypt and South Sudan. Our goal was to establish a new brand and develop a fresh website. This project, built from the ground up, took two months and resulted in a unique online presence within the niche, helping to spread awareness and increase donations for those in need.
In a nutshell, the entire engagement centered around creating a new brand and website for SMRO, as their previous site was outdated, difficult to navigate, and didn’t align with the organization’s new direction. The former website had a religious focus, and our role was to shift away from that, making the brand more accessible and playful to resonate with younger generations. SMRO’s mission is incredibly noble, with hundreds of millions of dollars raised to support healthcare, education, water well construction, and more in Egypt and South Sudan. However, much of this crucial work wasn’t effectively communicated on the old site, which we knew we needed to address.
Several individuals from the client’s side, spanning different generations, were involved in the project. This led us to adjust our typical development process, as there were many initial ideas that, while creative, needed to be grounded in marketing and user behavior principles to ensure they could be effectively implemented. We recognized that visualization and exploring various design approaches would be key to aligning with the client’s vision. This allowed us to ensure we were on the same page, building an online presence that followed a clear direction.
For a non-profit charity organization, it’s crucial to highlight key information on the website, such as sections detailing specific causes, clearly indicating where donations are being allocated, and showcasing real, positive images to illustrate the impact of support. Validation numbers reflecting achievements and sections dedicated to volunteer opportunities are also essential.
All of these elements were included in the design. Additionally, since one of the goals was to make the website more playful and approachable, we incorporated subtle, playful icons throughout the site and other assets. This helped to soften the serious nature of the cause, making it more inviting and relatable for people of all ages and generations.
Creating a new website and establishing a fresh brand wouldn’t be enough on its own. We wanted to further support SMRO by providing additional assets. Here are some samples of the most important ones we worked on:
The entire process, from the first workshop to the final launch, took around 10 weeks. Due to the nature of the project, we approached things slightly differently compared to our usual projects. However, everything proceeded according to the initial plan. Throughout the engagement, all communication was conducted remotely.
At the beginning, we held a meeting (workshop) with both our team and the client’s team, where we discussed the overall plan, but more importantly, focused on ideas and collaboration. Addressing the requirements was a key part of this discussion to ensure alignment from the start.
After completing the customer journey, target persona analysis, and copywriting document, we prepared wireframes that included the finalized, updated texts for all subpages. This provided a strong foundation for the following stages of the project.
Significant time was spent in Figma creating various homepage and logo concepts. We typically begin with the homepage concept, as it helps define the design direction for the remaining pages.
After confirming the design direction, we created concepts for all subpages and began coding the website simultaneously.
This stage was primarily dedicated to coding and finalizing the remaining visual assets for social media, emails, and other platforms. During this time, we also focused on implementing functionalities and completing the final deliverables.
The final stage involved completing the finalizations, connecting third-party tools, setting up analytics, and launching the website. We also shared all final deliverables with the client, including a detailed summary and documentation to help SMRO seamlessly continue and build upon what we had prepared.
SMRO now has everything in place to continue their mission of helping people in Africa with effective online communication. We’re excited and eager to see how they will carry this forward, as our role was to create the brand, website, and related assets, with the understanding that the SMRO team would take the reins.
In a charity the size of SMRO, many people are involved in trying to help, but limited marketing knowledge can present challenges. However, at Outgrow, we believe the team will successfully build on what we’ve started and steer things in the right direction. We wish them the best of success and hope for many impactful donations. We encourage you to take a look at SMRO and potentially support their vision as well.
Every project requires a tailored solution to deliver the best results. Let us help you find the most pragmatic solution to your needs. Let’s outgrow the competition together.
