MEDA’s work draws on over 70 years of hard-won expertise across so many fields, all converging on one big idea: tackling poverty by fixing the systems that cause it, not just treating its effects. When they refreshed their brand identity, I was tasked to carry that new look and messaging through to their website, reshaping how they tell their story so it resonates with the people who care most.
This project saw thoughtful content, custom-built tools, and a design system rooted in MEDA’s identity come together to help their work reach the people ready to support it. Reflecting in a 23% increase in traffic in the first quarter post-launch.
MEDA’s work sits at the intersection of deep expertise across many fields, converging into international development programming aimed at solving poverty through business solutions. The challenge: MEDA works at a systems level, not just individual impact, a distinction that’s hard to convey to supporters outside the industry, especially when the ultimate goal is driving donations.
We settled on an expert-but-accessible tone, targeting an eighth-grade reading level, stripping out jargon and acronyms while preserving what makes MEDA’s work unique. Content was rewritten with Search Engine Optimization and User Experience principles in mind, leading to a 18% increase in traffic from search engines and AI chatbots.
This content was developed collaboratively across every department to ensure accuracy and alignment with MEDA’s identity. Users reported a clearer understanding of MEDA’s value proposition and a smoother donation experience.
The site’s foundation was coded to reflect MEDA’s new brand identity while staying flexible enough for both current content and future growth. I adhered closely to the rebrand’s colours, fonts, and styles to create consistent templates across all site sections.
The new user flow removed redundant pages and cut out 24% of average clicks to get to final calls-to-action, allowing users to explore the website more efficiently. Users report less confusion in finding the information they are looking for.
I built a custom program/country/data system linking an interactive map to country and program pages, with impact data reflected throughout. To solve the problem of confusing or irrelevant data, I identified key touchpoints to surface MEDA’s most credibility-building information: map pop-ups link to country pages, which auto-feed related programs and high-level context; program pages then dive into specifics.
I designed a searchable document feed where search spans both the posts and the documents themselves. The posts are built with adaptable multi-language translation support. This replaced a bulky, unstable third-party plugin with a lightweight, custom-built solution tailored to MEDA’s exact needs.
