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Equality Fund Website Project
In 1976, Norma E. Walmsley and Suzanne Johnson-Harvor founded MATCH International Centre to prioritize women’s rights in Global South development. The organization connected the needs of Canadian women with those worldwide, funding over 650 women’s organizations in 71 countries. MATCH’s history is closely linked to Canada’s feminist movement, with Rosemary Brown, the first Black woman elected to a provincial legislature, playing a key role in its success. Today, this legacy continues through the Equality Fund, which mobilizes resources for women, girls, and trans people in the Global South. However, the organization’s website no longer reflected its mission, prompting them to seek Pragmatica’s help for a full rebrand and redevelopment.
Location:
Ottawa, ON
Employees:
62
Project Details
The Ask
The Ask
The Equality Fund required a complete overhaul of its website to better align with its current mission and values. The organization needed a website rebrand that was not only visually striking but also effectively communicated its message to a global audience. A robust web development strategy was essential to ensure that the site was both functional and accessible, particularly as the Equality Fund engages with a diverse audience that includes donors, activists, and partner organizations around the world.
Additionally, the website needed to feature clean, compelling copy that resonated with its bilingual audience, necessitating content in both English and French. The Equality Fund's request also emphasized the importance of the website’s design being inclusive, adhering to the latest WCAG compliance standards to ensure accessibility for all users.
The Process
The Process
Pragmatica began the project with a focus on Website Design. The process started by creating wireframes and brand assets, which served as the foundation for the website’s new look and feel. The design project was developed in Figma, drawing inspiration from four key sources:
1. Equality Fund Branding Elements and Graphics: These provided the visual identity that would be reflected across the site, ensuring that the website remained true to the organization's established brand.
2. Equality Fund’s Input and Content Prioritization: Pragmatica worked closely with the Equality Fund to identify the most important content and pages, ensuring that the site’s structure and design effectively showcased the organization's priorities and key messages.
3. Insights Report Findings: The design was informed by insights gained from earlier analysis and research, which helped to shape the content strategy and overall user experience.
4. UI/UX Best Practices: The design adhered to the latest UI/UX best practices, ensuring that the website was both visually appealing and user-friendly. Additionally, all design choices were made in accordance with current WCAG compliance standards, ensuring the site’s accessibility.
The design phase included creating UI concepts that visually interpreted and expressed the organization’s identity across key pages such as the Home, Services, and About pages. These designs incorporated placeholder style copy and assets provided by the Equality Fund, along with any additional brand positioning elements such as the organization’s purpose, brand story, and key messages.
Pragmatica worked closely with the Equality Fund team through two rounds of feedback, refining the chosen design direction until it fully captured the organization’s vision. Once the design was finalized and approved, the project moved into the development phase.
The Result
The Result
The final website exceeded the Equality Fund’s expectations, delivering on all fronts. The rebranded site was visually impressive, featuring a modern, clean design that effectively communicated the organization’s mission and history. The website’s robust development ensured that it was fully functional, responsive, and accessible to all users, regardless of device or location.
The copy, meticulously crafted in both English and French, provided clear, compelling messages that resonated with the Equality Fund’s diverse audience. The bilingual content was seamlessly integrated, allowing users to switch between languages effortlessly.
Moreover, the website’s design adhered to the highest standards of inclusivity, meeting the latest WCAG compliance requirements. This ensured that the site was accessible to users with disabilities, reflecting the Equality Fund’s commitment to inclusivity and equality in every aspect of its work.
In conclusion, Pragmatica successfully delivered a website that not only met but surpassed the Equality Fund’s expectations. The site now serves as a powerful digital platform that supports the Equality Fund’s mission to mobilize resources and advocate for women, girls, and trans people in the Global South. The rebranded website stands as a testament to the Equality Fund’s ongoing commitment to equality and justice, and it will continue to serve as a vital tool in the organization’s global efforts.
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