A web redesign of a charity that rewards volunteering with live music
Apprentice Nation is a youth organisation thatproduces live branded events for some of the world’s biggest music artists. These events act as a reward for youth volunteer work along with providing career opportunities such as internships at the likes of Google. They were in need of a website to cater to their young audience that would inspire and stimulate them into signing up to an ‘Action Day.’ The Action Day would require contributing to social impact and act as an opportunity to get on the career ladder.
90% of traffic derived from mobile usage, therefore we needed to tell a story on the first page that would quickly inform and excite the audience. Each section on the home page highlighted what the user would have to do and how they would be rewarded.
They had a bank of incredible imagery and video footage from previous events that needed to be surfaced and categorised more effectively. Previous appearances had included the likes of Lady Gaga, Puff Dady and Snoop Dogg, a major draw particularly for this demographic.
The existing process of signing up required navigating to another site and proved quite frustrating at times. We needed to simplify the steps to sign up for an Action Day and share with your friends. We also needed to surface their career resources and link to the blog.
