Brand refresh and website redesign help grow membership, awareness for the Bicycle Coalition

New brand identity, program-driven IA, and mobile-first site that grew membership and donations while keeping cyclists engaged across 8 suburban counties and Philadelphia.

Project snapshot

  • Client: Bicycle Coalition of Greater Philadelphia
  • Year: 2019

Services

The Background

The Bicycle Coalition of Greater Philadelphia promotes safe cycling in the greater Philadelphia area. Their goal is to use key partnerships to provide education programs, teaching street safety, promoting healthy habits, and encouraging leadership. They also organize bicyclists in eight suburban counties around Philadelphia to advocate for safe on-road networks, connected trails, and bicycle facilities.

The Problem

The Bicycle Coalition wanted a new website and updated brand identity. The website architecture needed to support a hefty amount of information. Each menu had several sub-categories, with text-heavy pages that needed to be broken down into an easy-to-scan design so the most important information stayed visible. The primary goal: increase awareness and drive membership.

The Solutions

Key Medium created a new brand identity and refined what the Coalition stands for to strengthen brand awareness. The new design and branding maximized impact through program-driven information architecture.

  • Conducted market research, stakeholder surveys, and design thinking workshops to refine the site’s offerings and prioritize information
  • Surfaced the most-requested items first: bike maps on the homepage and the latest blog posts with local bike-related news
  • Fine-tuned messaging and design to be fun and animated while staying action-oriented
  • Showcased colorful ride imagery, interactive bike maps, and a fully mobile-first experience for on-the-go access
  • Highlighted key victories and built clear pathways to get involved, join, and donate via prominent CTAs
  • Simplified menus for action center, sponsors, corporate value, and membership
  • Kept the legacy site operational while correcting technical issues and achieving Google Ad Grant compliance via a pro bono ad campaign
  • Enabled enhanced eCommerce analytics and built an interactive dashboard for near real-time membership insights

The Results

We achieved the following in the first twelve weeks (Year-over-Year, seasonality-adjusted):

  • Increased page views and sessions
  • +11% unique users (Nov 2019–May 2020)
  • -5% bounce rate
  • Increased membership growth rate
  • Increased donations

Awards and recognition:

  • 2019 VEGA Digital Awards, Canopus (Highest Honors), Websites – User Experience
  • 2019 VEGA Digital Awards, Centauri (Second-Highest Honors), Websites – Visual Appeal
  • 2020 AVA Digital Awards, Platinum, Creativity (Web Design) – Website Redesign
  • 2020 MUSE Creative Awards, Gold, Websites – Nonprofit
  • 2020 dotCOMM Awards, Gold, Websites – Nonprofit

Results

+11%
Unique users

-5%
Bounce rate

Increased
Page views

Increased
Sessions

Increased
Membership growth

Increased
Donations

Awards & Recognition

2019 Vega Digital Awards
Websites – User Experience · Canopus (Highest Honors)

2019 Vega Digital Awards
Websites – Visual Appeal · Centauri (Second-Highest Honors)

2020 AVA Digital Awards
Creativity (Web Design) – Website Redesign · Platinum

2020 MUSE Creative Awards
Websites – Nonprofit · Gold

2020 dotCOMM Awards
Websites – Nonprofit · Gold