Advocacy & Policy
Appalachian Citizens’ Law Center
Fighting for Appalachia
Fighting for Justice.
ACLC fights for justice in the coalfields. They protect land and people from the rampant abuse of extractive industries. They provide legal services for coal miners, their families and residents of the coalfields free of charge. And they’re pretty badass.
Law is specific and detailed. Advocacy is strategic and ever-changing. Both can be perceived as loquacious, palaverous and verbose. There’s a lot of content to share, y’all. The existing website also didn’t show the grit and tenacity this team lives out daily.
ACLC takes on extractive industries who take advantage of people. They are protectors and activists. P&P was inspired by their dynamic mission to dial up the language and the visual brand represented on the website to align with their existing organizational brand.
Strategy & Tactics
Strategy for Each Round
P&P advised ACLC on ways to create clarity through messaging and structure. Together, we created priority of work and calls-to-action to guide different people looking for different information through the site.
The navigation is now action-oriented. Visitors know where to find what they need and what to do after.
P&P added boldness and grit to the color palette. Blocks of color visually separate information, making the site more scannable for users to immediately know what to do.
Compelling photography captures your attention. The design is crafted with integrity, only using photography that shows the region where ACLC serves.
“We appreciated P&P for their diligent work, excellent design, responsiveness, creative approach and overall customer experience. As a bonus, we were happy to support a women-owned and run business.”Hilary Miles
development director, aclc