Agriculture & Food Systems Institute
Research Institute Gets Independent Brand
Helping a research institute establish independence and engage researchers with a new brand and website.
Services
- Brand & Website Analysis
- Competitive Analysis
- Stakeholder Interviews
- Audience Needs Mapping
- Brand Positioning & Messaging
- Visual Identity Iconography
- Brand Style Guide
- Website User Experience
- Website Copywriting
- Website Design
- Website Development
- Registration System
- E-learning Integration
- Content Migration & Customization
Evolving the Organization
The Agriculture & Food Systems Institute separated from an international trade association. After adopting a new name, they approached us to craft the strategy that would help them stand on their own and set a foundation for growth.
Our extensive research uncovered valuable opportunities to:
- Distinguish the organization with a new unified message.
- Engage their audiences in new ways with a redesigned website.
- Increase their funding potential by emphasizing their impact.
Defining Their Message
Previously, AFSI’s message had focused on their work. Using the insight we uncovered from our discovery process, we crafted new messaging that focused on the positive impact they are having on the world.
Creating a Unique Visual Identity
We designed a comprehensive visual identity system for AFSI including icons and custom graphics for their main program areas, databases, e-learning courses, and program maps. Combined with a palette of colors, angled rules, textures from nature, and ragged edges, AFSI now has a unique look that helps them stand out in the sector.
Developing an Engaging User Experience
We completely reinvented the homepage with a new navigation system to invite more users to discover content. The homepage introduces the new brand, making it easy to engage with the primary research areas, publications, and tools. It also promotes the e-learning courses and invites collaboration and participation.
Describing AFSI’s Areas of Research
To expand AFSI’s audience, we provided context for each program — a description of the issue, what AFSI is doing about it, and why that research is important. Site visitors can learn about the relevant staff for that issue, see maps of the locations, a list of collaborators, and explore past successes and related publications.
Inviting Participation
We identified ways for stakeholders to engage with AFSI and created new sections to invite stakeholders to do so. A Looking Ahead section suggests future funding opportunities.
Creating Seamless Online Learning
Users now have a seamless online educational experience. We created an e-learning section that’s integrated with the third-party LearnDash system and completely customized for AFSI. A single login now allows users to access online courses and AFSI’s tools while providing AFSI with user tracking. A new sortable database of testimonials promotes e-learning.
Results
Increased Pages Per Session
6.56 v. 3.9
Increased Session Duration
6:43 mins. v. 3:10
Decreased Bounced Rate
24% v. 62%
