Design for Freedom
Microsite for the Design for Freedom Campaign
Lead UI Designer for a Social Impact Initiative
2019
Project Overview
Design for Freedom is the first industry-wide movement aimed at eradicating forced labor in the building materials supply chain. Partnering with the GoodFolk team, I collaborated on the design of a microsite intended to both raise awareness of this critical issue and provide actionable resources to drive change within the architecture, design, and construction industries.
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 the Lead UI Designer, I was responsible for defining the overall aesthetic of the microsite, structuring the content hierarchy and visual flow, and designing the core UI layout in Figma. I worked under the guidance of a Creative Art Director and collaborated closely with the development team to ensure accurate implementation. Additionally, we incorporated the colibrí motif into the design to align with Grace Farms' established visual identity.
The Challenge
The main challenge was balancing emotionally impactful storytelling with a clear and accessible user experience. We needed to communicate the gravity of forced labor in supply chains without overwhelming users, ensuring that navigation remained intuitive and that calls to action — like accessing reports or joining initiatives — were highly visible and easy to engage with. Additionally, the microsite had to perform seamlessly across desktop and mobile devices while speaking directly to an audience of architects, designers, and builders.
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. Every visual decision reinforced the dual goals of creating emotional impact and maintaining usability. 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 the Design for Freedom campaign reinforced my belief in using design as a catalyst for social change. This project strengthened my skills in crafting emotionally resonant digital experiences, designing clear and motivating content journeys, and collaborating across disciplines on mission-driven initiatives.