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
The Story
Design for Freedom is a critical initiative working to end forced labor in building material procurement. The campaign needed a dedicated microsite that could serve as both an information hub and a clear call to action for industry professionals. Our goal was creating a digital experience that would move architects, designers, and builders from awareness to meaningful engagement with ethical building practices.
My Journey
As Lead UI Designer, I translated this powerful mission into a compelling digital experience. I established the visual identity, built UI layouts in Figma, and worked closely with both the creative director and development team to bring the designs to life. My focus centered on creating a platform that balanced beauty with functionality while remaining highly accessible to our target audience.
Challenge and Solution
How do you communicate the gravity of forced labor while maintaining a hopeful, actionable user experience? We needed to convey urgency without overwhelming visitors, ensuring clear calls to action that felt compelling rather than preachy. The real adventure was in the details: crafting intuitive navigation, structuring content that guides users from awareness to action, and creating seamless experiences across all devices.
What We Built
The microsite successfully transformed the Design for Freedom mission into a compelling visual narrative. Engagement with educational resources increased significantly, and the client praised the final product for its clarity, sensitivity, and functionality. Most importantly, the platform made a complex industry issue feel accessible and actionable for professionals in architecture, design, and construction.
Key Takeaways
This project reinforced design's power to drive positive social change. It deepened my ability to create digital experiences that feel genuinely human and empathetic while maintaining clear user journeys toward specific goals. Working with a team passionate about making real-world impact taught me the value of purpose-driven collaboration.