A female-led media company using women’s storytelling to advocate for sustainable change.
Human Rights Advocacy
UX / UI
The 49% uses media and film for women's rights activism and consequently it was integral that we created a design that was photo-centric and visually stimulating, while being simple and easy to navigate.
The site was designed using block elements inspired by the brands colours, the purple emphasising power and regality with a feminine edge.
Because of the minimalistic design, we chose to go with different navigation types to add dynamism to the site. This added a unique kick and playfulness which was important to us and our client.
The site flow and imagery was set to emulate the motif of “Storytelling is an act of courage”.
Our aim was to stimulate emotions, cause a shift in the users' mind and create a call to action. We thus carefully curated the images with striking subject matter while crafting stellar content.
As the home base for all of The 49%'s media, we created a layout and management system that would allow the website to grow with the brand. This allows client independence due to the fact that it will be easy to manage once they move forward.
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