Work
Equal Rights Advocates (ERA) is a national civil rights organization dedicated to protecting and expanding economic and educational opportunities for women and girls. With an almost 50-year history of advancing equality in work and schools, ERA is the home of visionary leaders, unflinching advocates, and hard-nosed litigators for justice.
Equal Rights Advocates (ERA) challenged Teal with a legacy website that was overloaded with content and had an outdated look-and-feel. People who needed legal help had trouble finding key resources, and supporters who wanted to get involved didn’t know where to start.
Teal transformed ERA’s cluttered, top-down website into a bold, streamlined digital platform that expresses the essence of ERA, enables visitors to find help and information quickly and easily, and empowers people to speak up and raise their voices.
We modernized ERA by refreshing the organization’s look-and-feel. ERA had built significant brand recognition with the Lady Justice logo mark during their 50 year history — we needed to retain that important asset.
We created a refreshed visual identity system that centered around Lady Justice. We made minor updates to the logo mark; introduced vibrant, bold new colors like a trailblazing yellow and purple; and utilized a streamlined, straightforward typography system.
Teal spoke with ERA’s target audiences to ensure that their needs were at the heart of our solution. We learned a number of things from these conversations:
With this strong foundation of research, Teal and ERA worked together during an in-person workshop to develop a vision for the website, plot user journeys, and prioritize content, features, and functionality that would best serve the needs of ERA’s audiences.
ERA knows that a website is just one component of their broader communications toolkit. Teal created a suite of collateral and templates for ERA that matches their new look-and-feel, including:
We are gobsmacked. When we asked Teal to ‘Make us Modern,’ we knew we would look better but we didn’t know that form and function would combine so that we related better and communicated better to our audiences. Everything is aligned – our brand value; our mission; our vision. And that alignment combines not only to make our outside match our inside but creates an experience that centers the experiences & stories of the people who come to us. It’s a site design that conceptually mirrors our strategic goals as a gender justice organization – to be action oriented, inclusive, boundary pushing, and responsive. Yes, the work with Teal came in on budget – but more importantly, it exceeded my strategic vision. I’m going to pick up my jaw now.
A website that brings an incredible collection of over 40 years of Fresh Air online.
The part where we ask you to cough up your email. So we can discuss all the amazing things we’re gonna do together. No pressure. Really.