Work
Indivisible, a national grassroots organization building a more inclusive democracy, needed a digital hub that could serve its diverse community—from group leaders coordinating local action to prospective members seeking ways to get involved. Their existing site struggled with wayfinding issues, disorganized content, a high volume of integrations for advocacy work, and limited functionality for their growing movement.
The organization needed to balance multiple audiences with distinct needs: experienced group leaders (primarily over 60) seeking resources and guidance, prospective members looking for clear pathways to engagement, and grassroots supporters ready to take immediate action.
We began with comprehensive discovery to understand Indivisible’s complex ecosystem and audience needs. The resulting strategy prioritized accessibility, intuitive navigation, and powerful content relationships that would help visitors quickly find what they needed.
Teal also refreshed Indivisible’s brand aesthetic while staying true to their grassroots, activist roots. We achieved a bold, accessible, action-oriented look through layered textures, distinctive buttons, and a rich color palette. The design balances visual energy with functional clarity, ensuring the site works for users of all ages and technical abilities.
Indivisible is comprised of over 2000 volunteer-led chapters across the country. Creating an easy, intuitive pathway for users to connect to their local groups was a critical first step in improving the website’s functionality. Our responsive, interactive map streamlines this process.
We restructured the site around user journeys, creating distinct pathways for different engagement levels while maintaining cohesion.
Implemented a sophisticated taxonomy system linking campaigns, actions, events, and resources by issue, location, and type—making content discoverable in multiple ways.
Built a scalable action library that integrates with Indivisible’s advocacy stack, including ActionKit, Mobile Commons, Empower, Quorum, and other platforms. This gives Indivisible the flexibility to embed actions or link out to tools while keeping everything consistent in a unified listing experience. Supporters can search by ZIP code and filter by issue area to quickly find relevant actions.
We also developed a multi-step call action journey that personalizes the supporter experience and guides them through calling their elected officials to advocate for priority issues. To support campaign launches, we configured WordPress multisite functionality so Indivisible can create campaign-specific microsites with customized branding.
The new site is built for rapid response. Teal implemented pop-ups, geo-targeted components, a “trending now” flag, homepage hero flexibility, and streamlined tagging of actions to Congressional Districts. We also enhanced Indivisible’s analytics tracking to better understand user behavior and campaign performance.
The site now serves as an accessible hub that empowers group leaders with the resources they need, gives prospective members clear pathways to engagement, and enables grassroots supporters to take meaningful action—all while maintaining the authentic, people-powered spirit that defines the Indivisible movement.
Rebuilding the Open Path platform that helps people access affordable mental health care in the U.S. and Canada.
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