Designing a New Experience
What type of presentation would get us, as Richmonders, excited about these partners? How could strategic design inspire adventure for site visitors?
Modern websites need compelling visual elements to stand out from the rest: breathtaking photos, crisp layouts, and vibrant colors are just a few pieces of the puzzle to solve. CMS woes and slow page load times encumbered Enrichmond from improving visuals over the years. Photos were noticeably absent from many of their pages. It quickly became clear that showing Richmond’s many Instagram-worthy sights, rather than telling through plain text, would be a crucial factor in this project’s success.
Because we were working within a non-profit budget, we didn’t have the time or money to perform a traditional design execution for the site. Instead, we partnered with UX design consultant Jesse Gardner of Plasticmind Design to create a digital style guide, in which we’d establish common design elements such as navigation, image treatment, margins and padding, colors, fonts, and widgets.
From a design perspective, inviting elements were carefully chosen to mirror the friendly nature of both Enrichmond and the parks they serve. We opted for a modern full-width layout, along with brand-centric colors and complementing photos with a fun, outdoor feel.
The font choice was also strategic: the pairing of slab-serif Crete Round with sans-serif Lato married warmth with stability and seriousness so as not to lose professionalism in translation. We added a sticky navigation header to improve user experience and tie the design together.
We didn’t stop there. To alleviate administrative headaches, we customized Enrichmond’s new CMS so that any authorized employee or partner could make necessary updates as needed. We believe it’s important that our clients not only own their tools but also feel comfortable and confident using them to their fullest potential.
We also included a handful of brand-new integrations to help Enrichmond stand out. Some might call these “premium features”, but we prefer “automagic.”