Lead Designer: Hannah Cusworth
Creative Director: Angie Chan
GiveGreen.com is an online donation platform that offers users a powerful, easy, and strategic way to support environmental political candidates and accelerate action on climate change.
The challenge: Create an engaging, impactful and user-friendly site that showcases pro-environment candidates, reinforces GiveGreen’s mission and drives donations. The client’s high-level objective was to raise $11 million for pro-environment candidates during the 2017-2018 election cycle.
The process: I worked alongside our UX lead to create page layouts that facilitate an intuitive donation experience for users, while keeping in mind the wide variety of site visitors, from low-budget to high-dollar donors. Using an e-commerce style approach, we designed our candidate selection page to be filterable by jurisdiction and position. I employed a limited color palette of greens and grays, and a small library of textures reminiscent of environmental maps and terrains throughout the site to meet the client’s desire for a clean, approachable, and simple design.
The result: A total of $23,102,758 raised during the 2017-2018 election cycle. Out of the 352 featured candidates on GiveGreen.com, personal fundraising pages and individual donations helped achieve a 74% win rate among them. New donor impact allowed GiveGreen.com-endorsed candidates to gain a majority in the House, maintain a green firewall in the Senate, elect 11 new governors, and help flip legislative chambers in 3 key states.
