PEPA

PEPA is a non-profit organization. Since 1914, it has committed its efforts toward protecting the local environment in the hamlet of Purchase, New York, through community engagement, town halls, and nature cleanups.

Role Creative Director · Web Designer · Coder

Deliverables Brand Identity · Wireframes · Design System · Hi-fidelity Prototype · Print

Tools Axure · Illustrator · Photoshop · Dreamweaver · Bootstrap

Timeframe 6 months

Agency Manji Designs LLC

The Problem

Looming land development threatens the property values, solitude, and privacy provided by coveted woodlands woven around the homes of Purchase residents. Long-standing residents became invested in land preservation when PEPA emerged as a public advocate over 100 years ago. However, its audience tapered off in recent years, causing a drop in donations and town hall participation. With new development projects on the horizon, concerned residents needed activation to protect their homes.

"How do we re-engage local Purchase residents to attend town halls and donate to our cause?"

Opportunity

  • Design a new brand identity to re-engage audiences and activate newer residents.
  • Create a new website to enable residents to consume timely content and apply for membership online.
  • Reduce the environmental footprint of PEPA’s print marketing.
Key Performance Indicators
  • Increase online donations and memberships.
  • Increase site traffic.
  • Decrease paper membership applications.

Research

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Define

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Ideate

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Branding

Identity

In redesigning the brand identity, the organization’s full name was reintroduced to the mark to educate new residents about what PEPA stood for. I retained the acronym to sustain familiar residents. The identity’s color and type palette reflect PEPAs long-standing history of environmentalism.

Print

The brand rolled out with a new suite of print publications printed on recycled paper to bolster PEPA's environmental values.

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UX Design

Interactive wireframes presented a new navigation structure and a content strategy that placed PEPA’s story and advocacy front and center. New online membership forms replaced paper trails for a seamless web experience.

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Prototype

PEPA’S new responsive website targeted mobile users and introduced local nature photography to connect the organization with its ties to Purchase.

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Testing

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Results

  • We reduced PEPA’s environmental footprint after using eco-friendly paper stocks.
  • We increased community engagement and donations, successfully shutting down several nature-threatening development projects.
  • Select marketing collateral won gold in the 2009 Advertising Club of Westchester's Annual Big W Awards.
Lessons Learned
  • The printing industry uses a lot of resources, but environmental print production doesn’t have to be expensive to appear high quality.
  • People want to do the right thing and support causes they care about, but we have to make it easy for them to do so.
In Hindsight…
  • I would have partnered with a developer to erect a long-term content management system so I could step out of the webmaster role and design without the limitations of my coding skills.