Pacific Legal Foundation is a public interest law firm with an incredible 45-year history. They've won 10 Supreme Court cases and set countless other precedents for property rights, freedom of speech, protection from discrimination, and due process. In 2017, they looked to the future: what kind of organization did they want to be in the next 50 years?
As part of that effort, we worked with their team to create a new brand identity, and in this project, they asked for our help bringing that identity to life through their digital properties.
In particular, they wanted our help appealing to a younger donor audience that was increasingly demanding a better digital experience. Our mission was to create a beautiful, modern digital product that was easy to navigate, delightful to use, and told a compelling story about their mission.
Seeing Past the Obvious
PLF's old online donation process involved twenty-three different input fields, fourteen of which were mandatory. We had a hunch that this was probably cramping their online revenue — but the obvious stuff is rarely the whole story, and we challenged ourselves to discover what else donors needed to see from PLF before making the decision to donate.
We're huge advocates of research: ethnographies, interviews, user tests, and surveys are incredibly useful ways to push past first instincts and get to the heart of what's important to your users. In PLF's case, we found that there was a lot more to the user's donation journey than too many buttons and fields: they wanted to see the real people behind the cases, to feel like they were part of the team, and to be given a clear expectation of what was a worthwhile contribution.
After making sitemaps, user journeys, and writing on hundreds of sticky notes, we set out to create designs that would help our users go from "Who are these guys?" to "How can I be a part of this?"
Q: What do you hope to achieve from a redesign? A: Modern, sleek, intuitive look and navigation. A site befitting an organization thinking about the future. Cutting edge.
Great design only looks simple.
Between their cases, press releases, blog posts, videos, case updates, newsletters, events, and other pages, we designed over 40 unique page templates for PLF's site. We expanded the brand's color palette to include vibrant blues and yellows, and borrowed from Material Design's layered philosophy to bring depth and focus to pages with lots of content.
So, did it work?
In short: yes. The results were staggering: we saw a 40% increase in the average size of donations, and in the first 100 days of launch, the website generated sixteen times the revenue it had generated in the previous two years combined. Even after the holiday giving season calmed down, PLF saw a sustained increase in monthly online revenue of about 1,000%.
Bryan has over 10 years experience working in the Motion Design, Visual FX and Compositing fields of post production. Over the years, Bryan has worked for clients such as: Verizon, Diageo, Dell and 3M. While not working on commercial projects, Bryan is interested in pursuing his passion for film making. In 2011 he won an award for his Visual FX work on the short film “No Record”.
Head of Digital Marketing
Cody is an experienced digital marketing and content strategist with specialities in SEM, social media and conversion optimization. He began his career copywriting before moving into managing multi-million dollar advertising budgets for Software Advice, a Gartner company. When not obsessing over driving results for clients, Cody can be found playing soccer, buried in a book, or at the movie theater.
Dani has been a great organizer of things and corrector of grammar since she was a wee child. (Nicely, though. She’s from Minnesota.) Her professional journey started in the Publishing industry and quickly evolved to Marketing and Advertising. She’s implemented Project Management departments from the ground up at multiple small agencies, and she’s managed projects for companies like Cadillac, Dow Jones, and Medtronic. When she’s not busy wrangling team members, she’s likely nostalgically binge watching 90s television shows, making food, or vintage treasure-hunting.
Equal parts producer and North Carolina gentleman, Dwight Fisher left a career in finance to follow his big screen dreams to Austin, TX. The seasoned film/television producer has worked for the likes of American Crime, Shipping Wars and the indie feature Seven Chinese Brothers before coming to EO. In 2014 he wrote and directed, Murder Trust, a short film screened at the Kansas City Film Festival.
CEO + Exec Creative Director
The big man, El Jefe, our fearless leader. John Papola leads the EO team with equal parts passion and rigor. John began his career broadcast TV, creating award-winning feature content and developing industry-leading branding practices for networks like Spike and Nickelodeon. As our CEO and ECD, John drives EO’s core purpose — serving mission-driven brands.
Head of Post Production
A 15-year veteran of broadcast television, Josh leads our post-production team to discover creative solutions that refine and advance brand stories. As a post-production supervisor in New York, Josh produced numerous award-winning campaigns for brands like Nicktoons, Spike, and World Wrestling Entertainment.
Talent scout. Unstoppable force. Lisa Versaci is a veteran producer who launched her career writing and producing long form Nickelodeon specials while shaking things up with her successful branding and marketing ideas. Passionate about animal rights and the food we eat, Lisa single-handedly brought a vegetarian burger to the national Burger King menu and co-wrote and co-produced the critically acclaimed documentary, At the Fork.
Marshall Walker Lee
Associate Creative Director
Head of Operations
Michele’s role spans from managing projects and client expectations, to the behind the scenes business at EO in an accounting and human resources capacity. Michele hails from a post prodcution background where she was executive producer at charlieuniformtango, a post production facility in the southwest. She also owned and operated a children’s educational DVD business for 5 years where she developed skills in managing small businesses.
Digital Marketing Analyst
Syed is passionate about data science, visualization, and statistics education. He strongly believes in the importance of scientific and responsible data analysis in every area that uses data as a source of insight or to solve problems. Offline, he tries to avoid the screen as much as possible. He enjoys cooking food, traveling and biking.
Head of Production
film tv development
As a creative executive and producer, Teryn has overseen all facets of production from modestly budgeted independent films to large studio movies. She learned the ropes running development departments for Sony, Fox, and Disney and her expertise was honed in the world of documentary filmmaking, with the award winning SKID ROW. Teryn’s journey took her to EO where she’s running production and producing ABUNDANCE in partnership with American Enterprise Institute.