GoodWeave International’s mission is simple and powerful: stop child labor in global supply chains. Permanently. We worked with them to refresh their online presence and expand their reach.
GoodWeave International was expanding. After much success rescuing child laborers in the rug industry in SouthEast Asia, they were growing to other industries and in other parts of the world. Having completed strategic planning, they still needed to refresh their brand. GoodWeave has multiple audiences, each with different needs. Staff saw the brand through the eyes of the constituents with whom they had the most contact. Their website did not tell their story well, nor was it user-friendly to visitors; staff had difficulty updating content.
The website takes advantage of immersive photography and clear calls to action for a variety of audiences.
We started with a Brand Discovery workshop to uncover their story. Then we created both high-level messaging and practical guides for staff to use when creating content. We brought their brand to life through design and planning, using color, texture, typography and photography to refresh and reflect GoodWeave’s expanding reach. We designed a sophisticated search tool that allowed consumers to find certified child labor free products. Prioritizing the user’s experience, the search tool makes it easy to use on the go and facilitates finding ethically made products.
The online search tool gives users the quickest and easiest way to find rugs that are certified child-labor-free.
Custom infographics help tell a complex story of supply chains in a way potential customers can understand.