Amref Health Africa
Brand / UX / UI / Development
To help Amref Health Africa captivate and connect with a new generation of supporters, we built an immersive, high-impact digital report rooted in powerful, first-person storytelling. We transformed static impact data into a living, breathing journey that brings the true scale of Amref's work across Africa straight to the user.
Bringing a new brand to life through human stories.
Amref’s incredible real-world scale wasn't translating online. While they reach 20 million people across 40+ countries annually, their digital presence was stuck in a print-first mindset. Dry statistics and static PDFs were failing to engage a massive wave of warm leads - social media audiences who loved the cause but hadn't yet hit 'donate'.
They didn't need another corporate report; they needed a storytelling engine. By trading cold data for authentic community voices, we gave Amref’s new brand the vibrant platform it deserved, turning casual scrollers into committed individual givers.
Strategic focus
Designing a scroll that pulls you in
We took Amref’s new signature brand lines and turned them into a dynamic, interactive scroll mechanic. As users move down the page, the lines actively draw themselves around the people in the stories. This injects a sense of discovery into the UX, gamifying the journey and enticing visitors to keep exploring.
Colour-led storytelling
Amref's new brand launched with four core colours, but we had five distinct stories to tell. To bridge the gap, we developed a custom fifth colour that Amref loved so much they’ve since adopted it across their wider global collateral. Each specific hue represents a different impact area, giving every community's story its own unique, instantly recognizable visual identity.
Visual rhythm, bold identity
To make the new brand truly jump off the screen, we paired massive, bold typography with deep black backgrounds, channeling a proud and distinctly African visual identity. By intentionally alternating between high-contrast black and white sections, we gave the layout a sense of rhythm and momentum that keeps users moving forward.
Impact without barriers
A beautiful site is useless if it isn't inclusive. We built the platform from the ground up to meet strict WCAG 2.1 AA standards, directly tackling accessibility gaps found in Amref’s legacy site. With meticulous colour contrast, seamless keyboard navigation, and total screen-reader compatibility, we ensured their vital message is open to absolutely everyone.
5 Stories. 1 Bold Visual Identity.
Amref's new brand introduced a set of bold, symbolic lines inspired by Ndebele, a traditional African art style. Designing with a wireframe-first approach, we translated this rich visual language into a high-converting digital structure: one master landing page feeding into five immersive, individual story pages.
Instead of hiding impact behind clinical data, each page is dedicated to a real person whose life was transformed by one of Amref's core pillars, using color to anchor their journey:
Water & Disease Prevention | Wrapped in deep ocean blue.
Healthworkers & Training | Fueled by vibrant orange.
Pioneering Healthcare | Represented by growth-focused green.
Healthy Women | Elevated in Regal purple.
Social Determinants of Health | Grounded in rich terracotta.
Visuals with purpose.
Amref brought a wealth of stunning, raw photography and video assets straight from the front lines of their programmes. We didn't want these hidden away in tiny thumbnails, so we gave them room to breathe. By dropping in massive, full-screen media takeovers, we ensured the imagery packed just as much punch as the words on the page, creating an unmissable, cinematic connection to the people behind the stories.
A Platform for Future Impact
The result?
A microsite that hands Amref the best of both worlds. They now have a highly flexible, reusable storytelling engine that integrates seamlessly with their existing WordPress setup, paired with the absolute creative freedom needed to break the mold. It doesn't just display their work, it actively engages, inspires, and converts a global audience of future supporters, giving Amref a digital launchpad that can scale right alongside their real-world impact.
Gallery
It’s been wonderful working with Yoyo, with your deep experience and commitment to deliver brand work that really elevates the digital experience for supporters. The final product you’ve delivered is a fantastic new brand asset for us, it’s visually striking, delivers exactly what we were hoping for in user experience, and provides us with a platform that we can use year-on-year. That sustainability is really important for us as a medium size charity with bold ambition!
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