Equis Website
We partnered with Equis to launch their websites and develop an information architecture that delivers a clear message about their mission and services to political entities, enterprise organizations, and the LatinX community.
Duration
3 months
Role
Product Designer @ Rainfall
Creating a more active Latino electorate
Equis is a collective dedicated to helping political and enterprise entities see the LatinX community beyond a monolithic view. Through research, testing, analysis, polling, and leadership coaching, they foster innovation and build LatinX power.
Their core philosophy? Data is power. They believe that in order to advance the LatinX community in the United States new approaches must be deployed to better understand, reach, and engage them.
Who is Equis & what do they do?
Equis believes the future of American democracy depends on significantly increasing Latino civic participation. They provide actionable recommendations for engaging Latinx voters and collaborate with partners to lead through research and support programs addressing issues hindering Hispanic and Latino communities from reaching their full potential and influence.
Brand strategy for a complex landscape
The primary audiences for Equis are political entities, subscribers, and communication partners. Additionally, the brand needed to cater to researchers, funders, and media organizations that support Equis’ mission. To address these diverse audiences, we developed four digital brand identities that are:
- Clear
- Vibrant
- Deliberate
The Problem
Equis lacked a cohesive and effective online presence that could clearly communicate their mission and services. Their existing websites did not adequately reflect the organization’s goals or cater to their diverse audience.
The Goal
The primary objectives were to:
- Develop clear and compelling information architecture
- Create a distinct visual identity for Equis and its sub-brands
- Enhance Equis’ credibility and legitimacy through a strategic content approach
- Ensure accessibility across all digital platforms
One brand with a unifying message
To unify their sub-brands and strengthen Equis as a credible organization, we proposed using Equis as a master brand. We solidified their mission, image, history, and leadership, and combined this with a brutalist-inspired design system featuring a data-driven look and vibrant colors reflective of the community.
A comprehensive design system
We used large, bold typography with brutalist-inspired visual design to create a digital identity that instills trust in Equis’ mission to use data and research to transform the LatinX political landscape. Employing an atomic design approach, we created modules for all content types, supporting their goals from showcasing their team and research to highlighting their impact.
Content strategy
To enhance Equis' credibility and legitimacy, we proposed a content strategy that included various types of content such as their mission, origin story, brand pillars, company values, and a team showcase.
Accessibility in mind
Adhering to accessibility best practices and standards, we designed features that allow users to toggle contrast to a AAA WCAG rating and increase type legibility, ensuring inclusivity for all users.
Uplifting LatinX Voices
The result is a site and digital brand identity driven by understanding and empowerment through data. By allowing Equis to clearly convey their brand voice, we helped establish their legitimacy and credibility. The multifaceted content strategy supports this goal while enhancing SEO optimization and providing a strong foundation for various funnel touchpoints.
Proud member of Queer Design Club + Techqueria.
©2024 MIKE PATRUNO DESIGN