Public Interest Registry | OnGood
Role:
• Brand Strategy
• Visual Identity
• Design System
• User Experience
• Website Design
For NGOs and nonprofits, establishing legitimacy in the digital space can be a challenge. Illegitimate sites are easily spun up soliciting for support. As the organization responsible for .org domain, the Public Interest Registry (PIR) realized the solution might lay in .ngo, a domain they recently begun to manage.
Offering .ngo only to groups that can verify their nonprofit status affirms their authenticity through an exclusive domain. This would create a network of .ngo peer organizations that they could rely on. Our task was to help PIR develop the .ngo-specific sub-brand called “OnGood” and use that brand to guide a redesign of their marketing site and community platform.
Brand Strategy & Visual Identity
Public Interest Registry’s overarching mission is “To empower through the internet, those who dedicate themselves to improving our world.” To communicate that same mission through the story of OnGood, we needed a metaphor that would reach communities across the entire world.
User Experience / Website Design
The marketing site had two main goals: to communicate the value proposition of OnGood and be the place where NGOs and nonprofits would come to connect with other NGOs, find resources, and quickly spin up a website that would allow for donations.
