Amref Health Africa
Brand / UI / Development
To help Amref Health Africa connect with a new generation of supporters, we built a high-impact microsite rooted in first-person storytelling. We combined a bold new brand direction with an immersive, scroll-driven experience that brings the human impact of Amref's work to life across Africa.
Bringing a new brand to life through human stories.
Amref Health Africa reaches 20 million people every year across more than 40 African countries. Their existing impact materials were largely print-led, with digital equivalents that didn't reflect the energy of the organisation's work or its emerging Individual Giver audience, warm leads acquired through social media who were yet to donate. Amref needed a microsite that moved beyond data and statistics to tell the authentic stories of the communities they support, while giving their new brand a platform to properly sing.
Strategic focus
An immersive scroll experience
We extended the brand's new signature lines into an interactive scroll mechanic, drawing the lines around each person as the user moved down the page. This created a sense of discovery and encouraged visitors to keep exploring.
Colour-led storytelling
Amref's new brand used four core colours. With five stories to tell, we developed a fifth colour, which Amref has since adopted across other collateral. Each colour represented a different impact area and tied directly into that story's visual treatment.
High contrast, high impact
Bold capitals set against black backgrounds made the new brand jump off the page, reinforcing a distinctly African visual identity while alternating black and white sections added rhythm and momentum to the journey.
Accessibility built in
The site was built to WCAG 2.1 AA standards, with careful attention to colour contrast, keyboard navigation, and screen reader compatibility, addressing gaps in Amref's existing site.
A five story structure built on a new visual identity.
Amref's new brand introduced a set of bold, symbolic lines inspired by Ndebele, a traditional African illustration style. Working from a wireframe-led structure, we built a landing page and five individual story pages, each dedicated to a person whose life had been shaped by one of Amref's core focus areas: water & disease prevention (blue), healthworkes & training (orange), pioneering healthcare (green), healthy women (purple), and social determinants of health (terracotta).
Visuals with purpose.
Amref provided strong photography and video assets from across their programmes. These were given space to breathe through large takeover sections, ensuring the imagery carried the same weight as the stories themselves.
The results
The microsite gives Amref a flexible, reusable storytelling platform that integrates with their existing WordPress site while offering the creative freedom to engage and inspire new supporters around the world.
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