In anticipation of their 40th anniversary and the rollout of their new brand, the National Military Family Association hired Big Duck to create a new website to engage and support military families online, and make it easier for audiences to advocate, donate, and participate in their community.
Supporting military families online
Website strategy, architecture, and design
Client Challenge
The National Military Family Association had a well-maintained website full of valuable resources, but as online best practices evolved, they decided it was time for an overhaul to bring their site up to speed. Through Big Duck’s brandraising assessment process, the Association also discovered that their primary audience—military families—tended to be strongly connected through social networks, email, and mobile phones, presenting new opportunities for the Association to provide value through its website.
Creative Thinking
One of the primary goals of the Association’s new website was to make it easy for military spouses and other family members to find information and take action, so we started with an audience-centric navigation that incorporated clear calls to action. The homepage slideshow, poll widget, and news sections offered lots of opportunity for the Association’s staff to keep the website feeling fresh and relevant, and the final design incorporated the new visual identity and messaging and reflected the Association’s patriotic and empowering personality.
The Results
The Association’s new website offers a wealth of information and resources for military families, all in one place and in a more user-friendly way. It also provides new opportunities for the Association’s staff to communicate with members and help them find assistance with deployment, education, children’s development, mental health care, and other military family issues.
