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Celebrating a journey of democracy, hope, justice, and love

Challenge

To celebrate the 10th anniversary of the Dr. Martin Luther King Jr. Memorial in Washington D.C., we were tasked with revamping The Memorial Foundation’s official website. The main requirements were to audit the site architecture, streamline the look and feel, and generally make it easier to navigate.

Approach

Our goal in the concepting phase was to shed light on a decade-plus commitment to supporting Dr. King’s four tenets — DEMOCRACY, HOPE, JUSTICE, and LOVE — while spreading awareness about The Foundation's various educational programs and initiatives. With over 3 million people visiting the MLK Memorial each year, it was important to not only tell the story of how it came to life, but also the continuing work of the Foundation.

Results

We delivered a cohesive site experience that was completely designed and developed in Webflow. We established a prominent call-to-action for donations and gave founding donors access to download a certificate of appreciation. As a result, our work won a Silver Addy at the 2022 regional American Advertising Awards.