Strategic Design
Liberty’s approach to design is not merely based on pure aesthetic, but on techniques that specifically enhance the goals and missions of the client. Increasingly, we are practitioners of responsive design, ensuring that our user interfaces are clean and crisp across browsers and device types.
Liberty designs its sites with several key principles in mind:
Ease of Use. Too many sites forget their audience and overestimate their capacity to delve into complicated interfaces. Liberty builds sites with easy to use navigation structures, never sacrificing form over function.
Emote to the User. Almost every cause or brand has a face, or human component. So much of a site’s success in engaging the user is based on whether it can create a powerful emotional response. We seek to identify target audiences, and create designs for them that humanize a cause or brand.
Establish a brand or enhance an existing one. Many organizations rely on their web site to create and maintain a brand. Liberty helps design logos, select color palettes, choose fonts, and create an online brand. For organizations that are already well branded, Liberty makes sure the essence is preserved online, and often enhanced.
Segregate Audiences Appropriately. Each organization has its primary online goals, whether gathering petition signatures, acquiring new customers, raising money online, recruiting volunteers, etc. Liberty designs interfaces that immediately drive users to the most appropriate area of the site, and reinforce key action opportunities within. To borrow from the campaign world, we keep sites ‘on message.’
