Building Awareness Through Design: A Social Impact Campaign
Microsite for the Design for Freedom Campaign from Grace Farms
Lead UI Designer for a Social Impact Initiative
2019
Project Overview
Design for Freedom aims to end forced labor in building materials. I helped create a microsite to share their mission and give people tools to get involved.
The primary goal was to create a digital experience that was clear, emotionally resonant, and easy to navigate, encouraging industry professionals to learn, engage, and take meaningful steps toward ethical building practices.
My Role
As Lead UI Designer, I set the look and feel of the site, built layouts in Figma, and worked with the creative director and dev team to bring it to life.
The Challenge
The biggest challenge was keeping the experience clear and simple while showing how serious the issue is. We needed to make calls to action easy to find, keep navigation intuitive, and make sure everything worked smoothly on desktop and mobile.
Design Process
Structuring Content and Visual Hierarchy
We began with research into best practices for social impact campaigns, defining an information architecture that prioritized clarity, empathy, and action. The content was organized into progressive sections that guided users from awareness to education, and finally to direct involvement.
UI Design
I developed wireframes that evolved into a clear and structured UI layout in Figma. We prioritized accessible typography, strong color contrast, and selective use of emotionally powerful imagery. The integration of the colibrí symbol further strengthened the visual identity and connection to Grace Farms.
Collaboration and Iteration
Throughout the project, I collaborated closely with the development and creative direction teams. We made adjustments based on internal testing to optimize accessibility, mobile responsiveness, and loading performance, ensuring a seamless and inclusive user experience.
Outcomes
The microsite successfully conveyed the mission of Design for Freedom, combining a compelling visual narrative with a highly intuitive user experience. Engagement with the campaign’s educational resources increased significantly, and the client praised the final product for its clarity, sensitivity, and functionality. The microsite played a crucial role in making a complex and urgent industry issue more accessible and actionable for professionals in architecture, design, and construction.
Key Takeaways
Working on this campaign really reminded me why I love design, using it to make a positive impact. It also helped me grow my skills in building digital experiences that feel human, crafting clear content journeys, and collaborating with people who care about making a difference.