Project Profile:
American Lung Association of California

The American Lung Association of California (ALAC) needed a new website that would convey the organization’s vitality, reach and effectiveness, and help it engage diverse audiences in multiple areas of its work.

Thinkshift surveyed and interviewed stakeholders on priority issues, perceptions of the organization and website needs. We then created a detailed strategy and site plan for a website that both satisfies current needs and provides a foundation for growth.

We worked closely with ALAC’s technical and design contractors to develop the new site, which puts the organization’s under-recognized advocacy work at the forefront; provides a clear, at-a-glance view of all the resources on a deep site; and gives users easy, context-specific opportunities to engage with the organization.

The new site has generated great excitement within the organization, and its bold, fresh design and content support expanded outreach efforts. Thinkshift continues to work with ALAC on adding site features while maintaining and measuring effectiveness.

Thinkshift provided:
· Audience research
· Content strategy
· Editorial and design direction
· Website

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