Freelancers Union is an organization of practical revolutionaries who look for innovative ways to bring together and support the country’s 53 million independent workers. Their services include insurance benefits, a medical clinic, live events, an active online community of fellow freelancers, and other resources for the “gig economy.”
As a personal design charette I reimagined the freelancersunion.org homepage. I had in-depth conversations with various team members at the organization on aesthetics and responsive functionality, membership growth and engagement, information hierarchy and clarifying their diverse services, who are the audiences and why they visit the various parts of the site.
My overarching goal was to lighten up and add breathing room so that members and non-members alike could enter a more minimal, fresh “room” before navigating to where they need to go. Styling moves towards flat graphics rather than the Constructivist style in their print media. This design is inspired by recent trends in longer scrolling sites, app-like menus and buttons, and emphasis on typography.
I emphasize the organization name, mission, story and services that they’d like to see have heaviest engagement and impact. The design allows for people to explore and discover rather than be hit over the head with too much up front. Design-wise, I paired down the various creative languages and went with the essential color palette, design elements, and illustrations.
A key change is adding an app-like vertical responsive menu that pulls in and out with a hamburger button. Clickable icons on a clean landing page bring you to major services. In general, I’ve stripped away clutter and emphasized the amount of amazing content that the organization produces from blog posts to events to valuable resources.
App-like vertical menu
Scrolling, variable width dynamic content