A New Website and Refined Brand for a New Approach to Philanthropy
Preparing to become an independent organization after being incubated in The Edna McConnell Clark Foundation, Blue Meridian Partners asked us to develop a digital strategy and create a new website to launch their public-facing persona in the digital sphere. We partnered with the philanthropy aggregator on a new website, partner portal, and communications design system that’s sharing Blue Meridian’s story, convening their network, and increasing the impact they are having in the lives of youth and families across America.
Who are our audiences and what content will meet their needs?
To get a better sense of Blue Meridian’s organizational strategy, aspirations, and priorities, we started with staff surveys, interviews, and collaborative workshops. With a clear picture of Blue Meridian‘s needs and goals, we increased our focus to website users, mapping primary and secondary audiences and identifying their key goals. A review of peer and related websites then helped put these insights into a broader context, resulting in a strategic brief that would serve as the foundation for creative and technical execution.
Delivering key information quickly and easily.
With a solid understanding of Blue Meridian’s audiences and their specific digital content needs, we developed two distinct options for the site’s architecture. The first was organization-oriented, with Blue Meridian as the “main character” in the digital narrative—the content was structured to proactively answer who they are, what they do, and why it matters, with content about their specific priority areas set in context. The second was approach-oriented, leading with Blue Meridian’s differentiated way of funding initiatives and their vision of the world by telling the story of the issues they invest in. After an additional workshop, we refined and finalized the sitemap to incorporate elements of both directions.
Creating a consistent and engaging online experience.
After laying out a few different design directions for the website in moodboards, Blue Meridian’s team decided they wanted a minimalistic look and feel grounded in their pre-existing logo. Using that as a guide, we expanded upon Blue Meridian’s logo and created a streamlined and consistent brand that extended throughout their new website. The new site also featured an integrated news system and ongoing SEO Optimization.
Blue Meridian’s new website and refined brand create a sense of unity and alignment amongst their diverse initiatives and partners.
Redesigning an information hub for investment partners.
Every quarter, Blue Meridian hosts meetings with their partners to receive updates on their investment initiatives, and how they’ve progressed in line with their investment plan and timeline. As such, Blue Meridian envisioned updating an internal platform for partners that would become a “one-stop-shop” in planning for and facilitating these meetings. We worked together to refine their partners’ content needs, and built out a new Partner Portal complete with easy to navigate content about all of Blue Meridian’s initiatives. The new Portal was built to be mobile-friendly, with the ability for users to easily download meeting documents with one click (or tap!).
A flexible system of templates for print & digital marketing.
Expanding upon the established, minimalistic brand identity system, print and digital marketing design focused on creating a flexible system of templates for Blue Meridian that could be customized to fit their needs now and as new initiatives arise in the future. In addition to designing print Investment Profiles, we also created custom-coded MailChimp templates, including versions to support video content, event invites, and general updates. We provided in-office tutorials as well as one-on-one guidance to Blue Meridian’s team on how to use these templates.
Our Client's Experience
“Constructive has been a great partner from start to finish! They cared just as much as we did about delivering a high-quality website. Creating a new site from scratch is not a small task. But their process was supported by open discussion and clear communication that made it much easier. We appreciate their partnership and look forward to continuing to work together.”