Introduction to the chosen non-profit

The organisation I have chosen for my project is Rooted In Hull. Their problem statement on the website states:

“ Hundreds of years of industrial history including shipping, timber and fishing, left our little piece of Hull derelict and without purpose. The fallout from the ending of such a vibrant industrial city stretches far and wide across time, so much so, that many of us still find ourselves struggling to make ends meet, from one month to the next in these modern times”

(https://rootedinhull.org.uk/our-story/)

Slogan and hero banner on home page “We grow people and food”

Rooted In Hull (2024) Home-Rooted in Hull. https://rootedinhull.org.uk/ [Accessed 05/11/2024]

The organisation makes savvy use of shipping containers, planters and an apiary, to harvest honey, as well as grow,cook, and bake their own food, bringing people together, as a community despite adversity, and financial hardships.

Screenshot of one of their slogans, and pictures of one of their shipping containers.

Rooted In Hull (2024) Our Story-Rooted In Hull. https://rootedinhull.org.uk/our-story/ [Accessed 05/11/2024]

Initial design ideas, Inspiration sources, Target Audience Analysis Figjam Board.

I have done a figjam board for my design ideas, inspiration sources, and target audience, please see embedded board below to look at these:

Ethical Design- Colour, And Image

I want to create a website that is ethical and sustainable by using a limited palette of colours which use less energy to run. I also want to reduce and optimise the use of lots of large images, with more vector infographics for storytelling , which will also save more energy.

Points to use to reduce the environmental impact of colours in web design.

Liam Gorman (2023) Reducing Environmental Impact Of Colour. Sustainable Screen. https://sustainablescreen.org/the-power-of-color-how-color-choices-affect-sustainability-in-digital-design/#:~:text=Darker%20colors%20require%20less%20energy,lead%20to%20lower%20power%20consumption. [Accessed 05/11/2024]

Furthermore, during class I was also tasked with evaluating the ethics of Rooted In Hull, in which the Figjam board can be seen below.

Objectives for the multi-channel marketing strategy.

Mailchimp for integrated email marketing campaigns, triggered by website interaction, and thankyou’s to those who donate, as well as updates on upcoming events.

Good social media presence, YouTube, TikTok, Carousels and Reels on Instagram, and X, maybe even social media campaigns like cooking challenges, or something like the ice bucket challenge to raise money and awareness.

Considerations for physical billboards and posters around Hull

Good SEM from using all media forms on social media, as well as good SEO.

PPC could also be considered

Key features and functionalities to be included in the new web presence.

Space to buy honey and look at the apiary features, as well as possible bee mascot and vector infographics and illustrations, and possible space for cooking recipes.

Tiered option buttons to donate, once, monthly, in memory ect.

Space to post about upcoming events

Good summative information using card styles to inform without overwhelming users

Strong branding and marketing presence on social media to maximise engagement and SEO

Donate button to be featured at top of website on landing page to make donation streamlined and easy

Neat layout and card style to compartmentalise information into digestible amounts

Ethical and sustainable web colours with optimised images and more vector illustrations to reduce carbon footprint

Accessibility button by userway to improve UI for those with disabilities, as well as aria function for audio visual prompts, and cookie window to make cookie selection less overwhelming and tailored with slider buttons.

Harvard References