Rethink Breast Cancer has redesigned its website to be more in line with its innovative approach to building awareness and raising funds.
The charitable organization, founded in 2001, is behind the eyebrow-raising Boobyball fundraising event and the Your Man Reminder app, which shows buff guys advising women to perform breast self-exams.
“They have all these great initiatives, but their website was done a long time ago and was outdated,” said David Riabov, creative partner at Toronto-based Scratch, which did the redesign. “Everyone has the same problem, which is you build a website and it grows and grows and you kind of lose sight of it. [But] they’re such a great brand, and they’re definitely not afraid to continue to evolve and move forward.”
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The website, which was previously text-heavy and hard to navigate, now features a more visual, Pinterest-style homepage; a large banner with rotating news and promotions; and easier navigation.
Scratch also integrated Rethink Breast Cancer’s blog, which was previous housed on a separate site.
Phase one of the redesign was completed in just one month, in time to feature a promotion from Telus in which $25 from every purchase from a Samsung Galaxy S4 goes to Rethink Breast Cancer.
Phase two of the project, which involves redoing the site’s back end and creating an optimal user experience, is currently underway.
