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Before Images of the Adventure Ted Website
Client: Childhood Cancer Society
Client: Childhood Cancer Society
Role: UI/UX Designer, Brand Strategist
Project Goal: The Adventure Ted website for the Childhood Cancer Society underwent a comprehensive redesign as part of this project. In order to support Adventure Ted's Crucial mission for children and families affected by cancer, the main objective was to develop a new online presence that better captured the company's spirit of adventure and hope. This was done by improving user experience, maintaining brand consistency, and boosting overall visual impact.
The Challenge: Although it worked, the original Adventure Ted website had a number of issues that made it difficult for it to connect with its target audience and capture the lively essence of the company. The message of adventure and hope was undermined by the design's outdated feel and lack of unified visual identity.
Visual Examples of the Old Site: (See Left)
The original homepage had a heavy, unwelcoming top navigation bar and an older aesthetic with busy elements. The "Adventure Ted" logo itself didn't seem to fit in with the overall layout of the website.
The "About Us" section, showed inconsistent typography and a cluttered layout, making it less readable and visually engaging for visitors seeking information about the organization.
The "Contact Us" section, while functional, had a stark and uninviting design with basic form fields that didn't align with a playful or compassionated brand personality.
The "Events" page demonstrated a lack of visual hierarchy and consistent presentation for important activities, making it challenging for users to quickly grasp event details or calls to action.
Overall, the existing site suffered from a fragmented visual identity, inconsistent typography, and a user experience that didn't fully resonate with the target audience of families seeking hope and connection. A comprehensive redesign was needed to establish a strong, modern, and emotionally engaging online presence.
Design Process
Brand Strategy & Visual Identity
Brand Strategy & Visual Identity
My approach began with a deep dive into Adventure Ted's brand strategy, defining core values and target audience needs. This foundation led to the creation of a comprehensive style guide, ensuring visual consistency. I then translated these guidelines into a user-friendly and engaging website design, focusing on clarity, impact, and alignment with the brand's adventurous and supportive personality.
A critical component of this redesign was developing a detailed Web Design Style Guide. This living document serves as the essential blueprint for the website's new look and feel, meticulously defining all visual elements—colors, fonts, logo usage, imagery, and interactive components—to ensure a consistent, professional, and impactful brand experience.
Redesign
The Redesigned upper fold immediately captures the adventurous spirit with a dynamic illustration, clear navigation, and a prominent "Donate" call to action, utilizing the defined "Adventure Text" and brand colors to create an inviting first impression.
The section introduces "Who is Adventure Ted" and "Adventure Ted Clubhouse" maintaining the playful yet supportive brand personality through consistent typography and visual elements from the style guide.
The redesigned footer provides essential information and easy access to social media, newsletter signup, and contact details. Its clean layout and consistent use of brand colors from the style guide reinforce professionalism and trust.
Note: Project is still ongoing, and so to protect creative assets, visuals may not be completely up to date.
Wireframe
Wireframe
Before diving into visual design, I developed a wireframe to map out the prototype and ensure an intuitive and logical site structure, addressing previous navigation challenges.
This comprehensive website redesign provides Adventure Ted with a modern, cohesive, and highly engaging online presence. By adhering to the new style guide and focusing on user experience, the website now powerfully communicates its mission and brand personality, creating a more impactful platform for connecting with families and supporters. It also empowers the Childhood Cancer Society to maintain consistent branding across all digital touchpoints.
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