(RED)

(RED) Redesign

Bono and Bobby Shriver founded (RED) with a simple mission, to make it easy for people and businesses to join the fight against AIDS. Since it’s inception, (RED) has raised over $360 million with the help of their partners, paving the way for an AIDS free generation.

Now a well established organization, (RED) enlisted the help of DOMANI to refresh their website to focus on three key areas: strong product pages and purchase action; making the charitable impact of (RED) more palpable to consumers; and building a scalable and easy to manage platform that could support (RED)'s expanding impact.

Project Link:

(RED) Website

Category:

Joining the Fight Against AIDS

In order to build upon (RED)'s unique value, DOMANI led the strategy, UX, visual design, and development of the organization's refreshed digital platform.

By auditing and consolidating content, DOMANI re-architected the site - successfully heroing products with clear calls-to-action, while simultaneously emphasizing how (RED) functions and meaningfully leverages charitable contributions.

Launched in time for World AIDS Day 2016, the new website garnered significant attention through (RED)’s celebrity affiliations, prime time TV spots, iTunes buyout, and pop up kiosks around the country.

Due to (RED)’s partnership with Apple, the new (RED) website was one of the first charity sites to feature Apple Pay via Stripe payment services. This feature was available to DOMANI in an early release, and was launched on the red.org donation page.

  • Refreshed the brand guidelines to establish a bolder attitude
  • Strategic content consolidation to efficiently communicate key brand messaging
  • Flexible content guidelines that balance partner requirements with (RED) standards