Project Overview
National Diabetes Week runs in July every year and is a major event on the Diabetes Australia marketing calendar. The campaign is designed to raise awareness in regards to Diabetes prevention and online efforts contribute to the overall marketing initiative, which utilises various channels to prompt the community, government, and various other interested parties to take action to execute this year’s slogan: “We need a new diabetes strategy.” To emphasis the impact of diabetes across Australia, the concept displays a range of profiles to highlight some stories from different individuals who are living with diabetes.
Project Commissioner
Project Creator
Team
Project Management - Dominique Barker
Design - Renee Chambers
Development - Ben Brcan and Bing Wang
Project Brief
When we are briefed to complete a campaign site, Butterfly sees this as an opportunity to break from the traditional website mould and do things a little differently.
After significant success from previous campaigns, the 2013 campaign had to be a fresh take on an existing concept. The brief was to work with the 2012 site, duplicate the functionality, complete a design refresh and place it on a different domain. The idea was to keep both sites live across the mobile and desktop platform to extend online reach.
The campaign name was the Face of Diabetes, highlighting that people from all different backgrounds are susceptible to this crippling disease. Butterfly needed to come up with a way to engage their online audience while simultaneously integrating Diabetes Australia’s offline efforts into an online space.
Project Need
Our design team opted for a simplistic design that complemented the concept, with a right aligned menu style.
The right aligned menu will always display on the right in relation to the individuals screen size.
Using Diabetes colours created a bold presence with the blue background and the use of the colour green to highlight the hot spots and make them pop. The textures in the blue background are designed to accentuate the map and make it appear as though it is being pushed out from the screen. To create a bit of depth between the highlighted profiles and the background photos, we have used a strong shadow in order to bring them forward. A simple grid has been applied to neatly display the photos and the size of the map has been considered for all screen sizes.
Design Challenge
In most cases, a campaign site should dare to be different. Without budget to complete an entire design overhaul, the challenge was working with what we already had to tailor a completely new look and feel for a time-sensitive project. Campaign sites are designed usually with one strategic goal in mind: in this case, it was to raise awareness around diabetes by watching the promotional video, emailing your MP and identifying your risk of developing diabetes by completing a risk assessment survey.
When working with an online campaign, designers need to be even more astute and practical with UX design to ensure users are engaging with the most important information, especially as we only had a week to capture this unique audience. We created a reverse sense of hierarchy to push the user to interact with the individual profile videos before they navigate to the menu.
The right-aligned menu allows the map of Australia to really stand out. To meet the brand requirements, we positioned the logo on a white shape to the left (this element will always be anchored left and will move accordingly with the width of the individuals screen size).
Sustainability
Butterfly is very proud of its sustainability policy. The following are particularly relevant to this entry.
Office move – Butterfly moved its head office from Port Melbourne to the Melbourne CBD to assist with the reduction of its carbon footprint. The new offices are fully accessible by public transport and we have taken more than ten cars off the road. A number of our clients are in the CBD, and on-foot transport to meetings is encouraged.
The daily commute - Butterfly urges its employees to bike or walk to work where they can, and provide shower facilities and bike racks. Our CEO and COO both walk, leading by example. Approximately 23% of the workforce currently walks to work, with 11.5 per cent riding bikes, less than 8 per cent ride motorbikes, and remaining staff members commute via public transport – not one of our staff members gets to work via private car.
Cloud computing - Cloud computing initiatives have allowed Butterfly to reduce their carbon footprint, as it saves on in-house climate control, which is required when running in-house servers. Cloud services are used for: email, accounting software, workflow software, project management tools and more.
Digital Experience - Website
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
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