Team Rubicon Brand Website
CLIENT: Team Rubicon | ROLE: Creative Director, Content Strategist
Team Rubicon is a veteran-led humanitarian organization that serves global communities before, during, and after disasters and crises. Formed in 2010 by a small group of former Marines compelled to service following the devastating earthquake in Port-au-Prince, Haiti, the organization has grown into an internationally-known, volunteer-driven disaster response force.
As it prepared to emerge from its adolescent phase, Team Rubicon sought to preserve the scrappiness and ambition that is core to its DNA while professionalizing its operations and brand touchpoints—including the content, design, and functionality of its primary website. Working closely with the client’s brand team and its executive stakeholders, my team at Threespot engaged in a year-long project to conceptualize, design, and build a new brand website that reflects Team Rubicon’s identity today and can scale as the organization continues to evolve.
The new website is a platform for storytelling that empowers content authors to create a compelling narrative centered on the courage and resilience of disaster survivors and the critical role that Team Rubicon can play in helping these communities thrive—before, during, and after the storm. To ensure the site is optimized to serve the needs of a variety of key audiences, my team developed a circular content strategy that clearly tells newer users who Team Rubicon is, what they do, and how to get involved, while also enticing more invested users to continue to stay engaged even after their first conversion. To effectively conveys this human story with empathy and compassion, Threespot designed a refined, approachable visual system based on Team Rubicon’s traditionally bold and gritty visual identity. Lastly, to further encourage conversion, Threespot developed a personalized content strategy and technology solution that dynamically customizes select aspects of the site content and calls-to-action based on certain characteristics of site visitors, including their location, referral pathway, and other behavioral patterns.
