International Religious Freedom (IRF) Secretariat

Secretariat: (noun) an office responsible for the secretarial, clerical, and administrative affairs
of a legislative body, executive council, or international organization.

BEFORE

The client urgently approached us needing a new homepage before a major event in Prague in less than 30 days.

Previous attempts to redesign their current site were unsuccessful due to unclear brand messaging.

They were simply trying to say too much all at once, which was understandable since they are doing some amazing work.

This zoomed out diagram shows the volume of ideas that we started with.

Q

All the ideas...(zoomed out)

By the time we were done with the messaging, these would all be distilled down to 7 key concepts that all aligned, telling one unifed, easy-to-digest story.

We completed the messaging in the first week and, from there, the website itself could be redesigned to represent those core concepts beautifully.

Original website

AFTER

The site was transformed using the seven elements of an engaging story (1 min video), creating clear, bite-sized messages for each section:

  1. Top Section: It’s now crystal-clear with a tight “one-liner,” conveying the client’s mission in 3-5 seconds.
  2. The Problem: A compelling hook to capture attention and draw in the viewer.
  3. Client positioned as Guide: Blending empathy and authority shows the problem is in the right hands.
  4. Three mission pillars: Clearly outlined & followed by a simple 3-step “Plan” illustrating the main things they do to resolve that problem.
  5. A clear, single call-to-action strategically placed for lets visitor know what to do next.

Completed just in time for their summit, the client is thrilled with the outcome and we laid a strong foundation for future site enhancements and clarity in all their promotion.

New “storied” website

Visit the site at https://irfsecretariat.org

AFTER

The site was transformed using the seven elements of an engaging story (1 min video), creating clear, bite-sized messages for each section:

  1. Top Section: It’s now crystal-clear with a tight “one-liner,” conveying the client’s mission in 3-5 seconds.
  2. The Problem: A compelling hook to capture attention and draw in the viewer.
  3. Client positioned as Guide: Blending empathy and authority shows the problem is in the right hands.
  4. Three mission pillars: Clearly outlined & followed by a simple 3-step “Plan” illustrating the main things they do to resolve that problem.
  5. A clear, single call-to-action strategically placed for lets visitor know what to do next.

Completed just in time for their summit, the client is thrilled with the outcome and we laid a strong foundation for future site enhancements and clarity in all their promotion.