National CMV Foundation

The challenge

With National CMV Awareness Month approaching, the National CMV Foundation (NCMVF) needed a website refresh that reflected a more modern, feminine feel, while better aligning with their brand. Having collaborated with three established nonprofits to raise awareness of CMV, the client determined that de-regionalizing the organizations’ marketing efforts could produce dramatic results. The new-look site had to deliver a stronger user experience, compelling visitors to support this worthy cause.

All for one

After joining forces as the National CMV Foundation, the newly formed alliance was ready to engage a global audience. The first step: synthesizing the organizations’ four websites into one singularly focused, engaging website.

To execute this vision, Hileman created a robust redirect strategy, ensuring that all links on the old sites redirected to the new one – and to the pages that made sense to the end user.

While helping shape the site’s content, Hileman incorporated pertinent keywords into each of the pages. Several metrics were reviewed – including search engine rank, difficulty to rank and average monthly search – to determine which keywords would generate the most traffic.

What we did

Hileman began the visual redesign by conducting an audit of the current site. The design team determined adding a third color to the brand palette and reimagining the imagery would soften the site’s masculine appearance. Additionally, updates to the typography, link and button styles, and iconography would complement a gentler, yet modern look.

Adding a mint green color to the brand palette helped create a softer, more feminine feel, while sustaining a sophisticated, modern appearance – one that doesn’t diminish the gravity of CMV. To engage visitors emotionally, new photography was incorporated throughout the site. Presented in a softer font with thinner, more intricate iconography, the content can easily hold a visitor’s attention.

The site’s intuitive design, attractive imagery and well-framed content combine to deliver a stronger user experience, from first glance to final donation.