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Pennsylvania Innocence Project

Digital Strategy, Custom Website Design & Development

Pennsylvania Innocence Project is a local non-profit that works to exonerate those convicted of crimes they did not commit and prevents innocent people from being convicted. The organization needed a new website that was modern, intuitive, and responsive.


PA Innocence Project needed a website that would improve familiarity of the organization and its work. The existing site was outdated and no longer converted interested parties into donors or advocates. The website needed to be a resource for the general public as well as the media and press looking for information for stories.


Our team developed the PA Innocence Project website using our rapid development, full stack code framework that is both secure and intuitive. The new website helps site visitors learn about the organization as well as criminal justice reform in PA. It also tells the stories of wrongfully convicted individuals in the state.


Throughout the strategy phase we identified general website goals, explored areas for opportunity and improvement, and analyzed the target market and website visitors. Potential website visitors included family members of wrongly convicted individuals, activists, prospective volunteers, donors, media, and foundation partners. Each demographic required very different website content to meet their needs; our team overhauled the existing information architecture into a new site-map that was intuitive and enabled users to explore unique content. There was some existing brand confusion with a larger, national organization, so the website also needed to differentiate the PA Innocence Project from other similar groups.


The team at PA Innocence Project knew exactly what kind of vibe they wanted for the site design, and it was our job to bring that vision to life. We knew the design needed to complement the existing logo and colors and incorporate visuals that made it clear to users that the organization is Pennsylvania-based. Our designers created a vibrant design that shifts the narrative surrounding wrongfully committed individuals from scary and depressing to hopeful and engaging. The challenge was to hit the energetic mark without losing the sense of urgency and seriousness.


In order to meet the Pennsylvania Innocence Projectís website goals, we built a flexible blog that communicates upcoming events and additional organization updates. After the initial website launch, we revisited the website functionality and ultimately added a board intranet that enables board members to log in, access password protected items like meeting minutes, review documents, and more.


The new website for Pennsylvania Innocence Project enables targeted website visitors to learn more about the organization, view upcoming events, explore news, and get involved. We look forward to supporting this PA non-profit in the future.


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