GOLD MINING is harmful for people and the environment. Everyday gold miners are exposed to highly toxic chemicals and unbearable working condition. The Earthbeat Foundation sets out to diversify the sources of income for gold miners and raises awareness among gold consumers and the industry. Being very active in the lifestyle & luxury segment we fell in love with the cause and wanted to help by increasing awareness in digital.
We were asked to redesign the foundations website with a clear focus on telling the complex story of problems caused by gold mining in order to turn visitors in contributors. Also a concept for enabling donations on the website while keeping the process as simple as possible needed to be developed and implemented.
After a deep analysis of the digital foundation landscape we developed a responsive website focusing on visual storytelling through video and imagery. We reduced the amount of text on the front pages using the usability principle of progressive disclosure. This approach was supported by introducing unique iconography across the entire website.