Increasing site visits by over 150%
Albanian-American Bar Association
Albanian-American Bar Association (AABA) is the leading professional and social organization of Albanian-American law students, lawyers, and judges in Boston, Massachusetts. I helped enhance the brand image and online visibility of the organization, resulting in a significant increase of over 150% in site visits, as well as higher averages for 7-day site visits and page views. Additionally, I successfully drove more membership signups and renewals and facilitated greater national engagement and donations.
A Snapshot
Branding
When I first engaged with AABA, they had limited branding and sought to strengthen their identity in the non-profit space. They specifically requested a color scheme that would reflect both American and Albanian culture and heritage, infusing their brand with deeper meaning and symbolism.
Step 1: Defining the color palette
To create the color palette, I began by exploring the shared symbolism between American and Albanian cultures. Given the prevalence of red in both, I opted for a deeper, more sophisticated tone to achieve a professional look. Additionally, I incorporated cream and blue to round out the classic American red, white, and blue color scheme, while the addition of black was a nod to the traditional Albanian red and black flag.
Step 2: Typography
To assure consistency across all devices and locations, I selected a browser and location-safe font for AABA's website. The organization has members and affiliates spanning the United States and contributions to causes in Albania. I wanted to ensure that the font pairing I selected could be accessible by all visitors, without the need to worry about non-Google fonts being translated or unavailable.
Step 3: Bringing it all together
Color + Typography = Logo
Website Design
Imagery
AABA's goal for its website was to showcase its deep appreciation for the study and practice of law, as well as the rich historical symbolism of Boston, where the organization is based.
Homepage
The imagery selected for the website establishes a welcoming atmosphere for visitors and members, incorporating Doric columns as a nod to the iconic structures of United States government buildings, symbolizing stability and authority. Additionally, the resource section features an image of the Copley Library in Boston, a familiar sight for many law students and professionals who have studied in the city.
Homepage Visual
About Page
AABA draws inspiration from the rich history of Boston's Beacon Hill. Despite being a new organization, AABA's principles are firmly rooted in the timeless practices and values that have shaped the legal profession for centuries. The triangle roofing and gold dome of the Massachusetts State Building lifted by the doric columns is also represented within the AABA logo adding another layer of symbolic significance to the brand.
About Us Visual
Stylized Page
The "Path to & Through Law School" landing page simplifies topics and presents them in an easily digestible format. Using white text and icons against a darker background creates a high contrast that allows users to navigate the timeline and information without distractions. The result is a user-friendly interface that enhances the user's experience.
Path To & Through Law School Visual
Social Media
To further support AABA's branding and outreach efforts, I created marketing materials to build its social media presence. Branded digital graphics such as virtual backgrounds and event flyers, to maintain a consistent visual identity across all of AABA's in person, virtual events, and communications.
