Brand Redesign: Positioning Million Peacemakers Youth as the Heroes They Are

Evolving Web partnered with Million Peacemakers to build a new website for the organization’s Youth Volunteer program. We created a brand expression and visual identity that focuses on attracting young volunteers, accompanied by a brand narrative and messaging. We created a website with distinctive visuals to catch the interest of potential volunteers and crafted more approachable calls to action to guide users through the journey of becoming a volunteer. We built the CMS in a user-friendly way, enabling the organization to make updates independently and extend the content without developer assistance.

Services: Web Design, Brand Development

The goal of this project was to create an impactful website for the Youth Volunteer program, generating more exposure and momentum, portraying the organization as youthful and vibrant, and attracting more volunteers and potential donors.

The project had many constraints in terms of timeline, budget, and need for low cost-of-ownership. With only a few weeks to build the website from scratch, we had to revise our standard approach. Meanwhile, in addition to creating a new website, the organization's brand style was in need of an update, and content needed to be restructured and rewritten. Our design team used Wix to implement the website, limiting us in terms of flexibility, with no possibility for functional customization or dynamic layouts.

After conducting discovery with Million Peacemakers, a creative concept emerged of “a hero's journey”, mimicking the journey of youth volunteerism. Our designers went to work with a clear focus on the youth volunteer audience, making the project more efficient and impactful. The implementation was led by our design team, and for this reason we used Wix, enabling us to build the website with a purely low-code approach.

Our work included:

• A stylescape that includes a collaged mood board which illustrates a holistic vision about how a brand manifests itself, using shapes, compositions, photography, icons, etc. 
• Contrasting colours that capture a spirit of motion, growth, vitality, community and connection
• Contour drawings used to animate the organization’s youthful energy, along with the messiness and beauty of conflict resolution
• Stories and testimonials that highlight the volunteer experience
• Shorter calls to action to capture volunteer interest efficiently so that the organization can spend time building long-term, trusting relationships
• Photography that focuses on images of people in street clothes to capture the effortless “everyday hero” vibe
• Easy-to-incorporate brand guidelines and visual design that require little to no technical maintenance. 
• User-friendly content components, so the client can continue building pages independently

The project had many constraints in terms of timeline, budget, and need for low cost-of-ownership. With only a few weeks to build the website from scratch, we had to revise our standard approach. Meanwhile, in addition to creating a new website, the organization's brand style was in need of an update, and content needed to be restructured and rewritten. Our design team used Wix to implement the website, limiting us in terms of flexibility, with no possibility for functional customization or dynamic layouts.

This fast-paced project came together in an efficient, dynamic way. We credit Million Peacemakers collaborative drive, teamwork and trust that allowed their vision to come to fruition. The style guide and visual identity that Evolving Web created has since been adopted by the organization as a whole.