Late in 2012, we were approached by Laurene Powell-Jobs and Emerson Collective about a new project they were undertaking - something big. We flew to San Francisco to meet with them, and heard about their vision: they wanted to spread the word about America's broken immigration system, with the end goal of passing reform to give undocumented immigrants a chance at citizenship. They had Davis Guggenheim (Waiting For Superman) on their side directing a supporting documentary, but they also needed a web platform where those affected could share their stories and put human faces to a contentious issue.
To give the logo a friendly, human feel, we based it off of our Creative Director’s handwriting. We pulled the result into Adobe Illustrator and tweaked it for scale and balance.
The initial launch was hugely successful, but the celebration was short-lived - we moved directly into designing the second version of the site, which was much more feature-rich and contained an abundance of functionality changes.
Through the design phase, we tried a myriad of options, including a “mobile first” horizontal version that would give us a quick-launch responsive solution.
The Final Structure
In the end, we decided to stick to our original structure, and created a few options of the vertical template. The general flexibility of being able to add or remove whole “rows” of content proved to be advantageous for a campaign in which priorities and promotional elements were often in flux.
Whether it was a new initiative, a tweet from a celebrity, or an important update that required more than just a blog post, we needed the ability to inject it right into the homepage.