McKinnon was operating across five separate, disparate digital properties that had evolved organically, resulting in a fragmented user experience that failed to communicate the organisation’s unified mission. The primary difficulty was leading a comprehensive consolidation project that brought these digital touchpoints into a single, cohesive ecosystem. We were tasked with reflecting their refreshed brand identity and strengthening their position as Australia’s leading non-partisan advocate, all while ensuring the distinct personality and purpose of each program area remained clear within the unified platform.

As Head of Experience Design, I led the strategic effort to consolidate all five digital touchpoints under a renewed brand identity. The resulting platform was built on a flexible, foundational component system to ensure scalability and consistency. We focused on delivering a sophisticated, authoritative experience through meticulous design choices: clean typography, considered use of white space, and a refined colour palette were employed to immediately communicate trust. This was supported by a purposeful content architecture and intuitive navigation, seamlessly weaving together McKinnon's interconnected goals of political leadership and democratic innovation.

 

The new digital experience has solidified McKinnon's brand authority and streamlined user pathways to key resources, directly empowering their mission of better government for Australia.